Whatever the wierdness, it is very effective. It is almost like a snippet of quite a romantic story, you can imagine the father seeing it and getting in touch and then they fall in love and live happily ever after.

To me it would be better explained as using the lure of romance than sex. I think it is quite nice.

When I think of a travel ad, I think of beautiful landscape shots, people having fun, and descriptions about how wonderful the place is. Not a Lifetime movie. As a woman, it does not entice me at all to visit Denmark. What do they have to offer me? Apparently, nothing.

WTF???!!! Paul: WTF??? What is "romantic" about a one-night-fuck were you don't even know the name of the person attached to the penis/vagina? And what is romantic about this objectification of Danish women?

I'm baffled. I've been to Denmark (spent a month there at the university in Aarhus). All the advertising materials, etc., proclaim Denmark as one of the most non-sexist countries in the world. The adland discussion picks up on this: "... condoms are cheap, the pill is subsidized, the 72-hour pill (which can stop a pregnancy before it happens) is given out for free and abortions are legal ..."

This doesn't make any sense as an ad, at least not for tourism anyway. It doesn't make me want to go to Denmark -- it makes me want to pull out my wallet and donate to her cause.

For those of you not recognizing the word Hygge ("show you what hygge is all about"--to American ears it might sound like "hoo-geh"), Wikipedia has a brief mention at http://en.wikipedia.org/wiki/Culture_of_Denmark#.22Hygge.22 and there's a longer piece at http://www.holidaycityflash.com/denmark/danish_hygge.htm .

On a further note: It is quite revealing where the center of the picture is.

Usually one would try to look into somebody's eyes when you are adressing him/her, but here the eyes and the head are at the very edge of the picture, instead the viewer is actually forced to look at her cleavage...

Thank goodness, the baby doesn't spoil the nice view!

There's another level of creepiness with the idea that they're selling a ready-made family scenario. While most sex tourists are looking for a toy in the shape of a woman (or a child), and this ad provides that possibility, there's a certain strain of them that are honest-to-god lonely men that think they're making a connection when they sleep with a prostitute. And related to them, the American misogynist bride-shoppers that are looking for a foreign woman that isn't selfish and demanding like American women. I wonder if this ad is trying to target those men as well... The idea that they can go to Denmark, have a whirlwind one night stand with a gorgeous blonde, and snag a wife in the process, a polite, understanding, gentle wife that understands that fatherhood is a choice, and she won't force it on him - but she's waiting, if he wants it. And he fantasizes about how he'll be such a good patriarch to his loving family, who isn't at all stuck up and selfish like an American family is, because America is all about feminist rights now, and men can't be men anymore. Ok, that's an idea I've seen applied to asian women more often, but this still reeks of landing a Swedish bikini team bride in a far away land. Romance, escapism, and misogyny, all in one pretty package for the disillusioned lad that fancies himself adventurous.

That was so depressing. I can't believe that would make people want to travel.

Apparently it isn't marketed to people who find it depressing, outrageous, or negative. However, the woman wasn't (as far as anyone can tell) taken advantage of. She doesn't seem to be hurting for cash or services (living in Scandanavia with its high level and quality of social services).

Many people like to have one-night stands; a bit of random sex. Sometimes accidents with contraception occur and sometimes no contraception is used. However, if there is no expectation by a woman to have the one-night stand male partner be the father of the child, then does the man have a responsibility to that child?

In the end, is this a better, worse, or identical image of sex-sells tourism than what one might see for more traditionally-thought-of sex-tourism locales? I would argue that it is better than anonymous sex with prostitutes.

That's some good analysis, KD.

I wonder if this ad was inspired by the movie "Knocked Up". I agree, that the ad appeals to men who want a family. The character in "knocked up" was a very independent American woman. She was very demanding in a way that resulted in the guy improving himself.

Comments that Interpret this ad as Romantic or Misogynist speaks well to its effect.

Check this out- this should erase all doubts on the 'merits' of this ad:

Hot Dane seeks Babydaddy

As someone of Swedish heritage, this evocation of the Scandinavian woman as indiscriminately sexually available, as if her personal preference and/or consent is irrelevant, is one that I sadly run up against all too often. I'm saddened to see the Danish tourist industry reinforcing this stereotype and indeed marketing Danish women not as autonomous beings with wills or desires but as objects to cross off one's "to do" list while on vacation. And if you get 'em knocked up, don't worry, because they're not psychos or sluts or anything, they just want to do the best thing for their sons and their sons' fathers- not for themselves, naturally, but for the males.

She doesn't seem happy or okay with the decision, from the way she's speaking. She seems to have a somber resolve or sadness, but I wouldn't say it's particularly inviting.

I was actually pretty uneasy while watching it, even with the knowledge that it's a tourism campaign.

I was caught by her remark that she was so drunk she doesn't remember anything after the bar. Consent, anyone?! GRR!

Thanks for your insight Erika. I feel like I'm not taught much about Scandinavian nations other than the fact that their gender wage gap/social services areas are better than the US. Glad to get a more realistic picture.

@ CuteRedHood: You completely mis-interpreted Erika's comment. She did not in any way indicate that Scandinavia does NOT have a smaller gender wage gap and better social services than the US (they do, but...um... that's easy, especially regarding social services- as does all of Western Europe). She spoke of the objectification of Scandinavian women by NON-Scandinavian men.

I liked the end when she bent over to turn off the camera... mmm, MILF cleavage!

When I first saw this, I was impressed by the acting but baffled by how something so subtle and melancholy would be an effective advertisement. No matter how gorgeous the young woman is, the presence of the baby is - to say the least - a total wilter. If anything, it felt like a condom ad.

But after some more thought, I realized what was so subtle and brilliant about it. Bear in mind, the viewers being courted are the demographic that watches the most viral web videos - 18-to-30-year-olds, who also make up the low-budget Euro backpacker set that persists in volume even as the luxury traveler market contracts. Also bear in mind that Denmark is not on most of these tourists' shortlist - it's expensive, often misperceived as and dull, and not as well known for the sexy, youthful nightlife that gives Amsterdam, Berlin, Madrid, and London their unshakable grip on this set.

A young guy watching this video is not, as some have implied, expected to think "I can go shag a hot easy chick and she won't hit me up for child support!," but rather "man, that guy was so lucky - if it had been me I would've been so much better to her." After all, this actress appeals to a very contemporary girlfriend Fantasy - beautiful but earthy/modest, sexually available but "not a bimbo" (madonna and whore in one!), high standards but low expectations, smart but vulnerable. We're supposed to fantasize about a "Before Sunrise" encounter with her, and think of what an asshole that other tourist guy was. And it works. It appears that many women are also responding well to her character, if not so much to the nature of the ad.

Also, the format - which feels much more convincing than any tourist ad I've seen - subtly slips in a lot of subtextual cues that make Copenhagen seem more appealing. We learn that there are crowded bars, where it's easy for tourists to meet totally awesome gorgeous young English-speaking women. That there's also cool, quiet romantic late-night chillout spots on the waterfront. That the urban youth culture is fairly nonchalant about NSA sex, reserved but spirited and not too judgmental. These things are all true, and immensely appealing to the backpacker set.

As much as I understand the argument that it objectifies women or seems to promote unsafe sex, I don't think we should read viral narrative videos by the same terms as TV commercials. We watch the latter passively, and they attack us with sharp, crude symbols. The former works more like feature films, which engage our emotions actively enough that sellable details (i.e. product placement) can be slid into our subconscious. And that's what, IMO, is happening here - we watch the whole thing because we're compelled by the person/character, and the product (in this case, Denmark as a fun and liberated place for young Anglophone tourists) slides straight through our irony filters.

Just not through the feminist filter, apparently. ;)

Such heinous advertising. Should be absolutely banned.

Call me slow, but I only NOW realized that the card on the mantelpiece behind her says "Ad" in order to "alert" the viewer that this is an advertisement. I guess I wasn't the only one fooled...

Something I came across and that hasn't been discussed yet:
Get Drunk and find your True Love

To me this is part of a very common stereotype of Scandinavians (yup, all of 'em, Icelandic, Swedish, Danish, Finnish and Norwegian):

Unable to express feelings, show affection and constantly wasted. Get wasted to be 'allowed'/'able' to show affection and get sex. The sex however, is not what is really longed for, but genuine affection and 'touch'. However, since unable to express and/or get that, soulless sex which cannot fill the inner void is the closest thing. In order to express any emotions alcohol is absolutely necessary.

This is in fact the most common Scandinavian stereotype I am aware of (I am not Scandinavian myself).

Lastly, video interview with the actress Ditte Arnth:
Ditte Arnth interview translated

I love how being negatively featured on Fox News is "great for Denmark". LOL! (I agree though)

Wow, totally depressing. The ad makes the baby seem like a totally irrelevant bi-product, while, in real life, parents(singles and couples) work their asses off and pretty much alter every facet of their lives once they have a child.

I'm guessing the 'creative' team behind this ad is a bunch of childless men/boys.

I've been thinking on this all today, and I have come to the conclusion I'm not the 'romance czar,' and I certainly wouldn't put some sort of standard on what is classified as romantic. I personally think trysts can be romantic, a one-night-stand can be a form of romance, etc; however, that baby introduces an entirely new dimension, the message of which is pretty offensive to Denmark and women, in general.

To me, it kinda says something like: babies are unintended consequences that don't matter, No hard feelings, wouldn't want to impose your CHILD on you!, or "I'm not promiscuous, I just have *unprotected* sex with random men," and finally of course the Scandinavian stereotyping that is underlying most of this and the implications of Denmark women. I dunno...I just think if it were just her, looking for her mate from that night sans the baby, it may have been offensive in different ways but one could argue "romance." The baby makes it a whole new ball game, to me at least. I'm just one opinion, though, not an authority.

It seems as though there are two mores in conflict. The old one: where having a child was no choice. If a man got a woman pregnant, he took responsibility of providing for the child. The new one: having a child is a woman's choice; she is in control. In fact, a man is no longer needed, she can go to a sperm bank and eliminate all that other muss and fuss.

From personal experience: I worked with a woman who specifically wanted a child, but not a husband. She seduced a guy and then ditched him. He called me desperately looking for his Wife and child. Another friend married a Nordic woman, had a child, and then she decided that she wanted to move back to her home country without him. The Judge thought that that was just fine, and still awarded the a nice chunk of alimony. So, a monthly check to remind him of his missing family.

So, with those two examples in mind, here is my interpretation of the video:

Here is an articulate woman who takes responsibility for her life. Having the child was her choice. At the same time, she would welcome getting reacquainted with the father, if he wants. Very mature. Very equal. So, my take away is that at least one women in Denmark is liberated to the point of owning her own choices.

This is incredibly creepy and seems more like the casual sex nightmare scenario than a marketing point. Who wouldn't be terrified to find a video like this and recognize the woman?

I have to throw a comment regarding this topic.

This clip was actually the first of a series of videos, to be virally released by the advertising agency who made the clip. Each video gets more and more disturbing and strange, as we see the girl getting more and more romantic - yet desperate and forgiving. The last video actually shows a scene where the father of the baby (who appears muslim) suddenly comes riding into her flat on a white horse, while her still recording with her webcam. Then they kiss and they live happily ever after.

All videos were recorded before releasing the first video online. Sadly these follow up videos were never officially released, whereas people found out the video was a hoax. - And the CEO of the Danish Tourist Agency got fired for depicting Danish Girls like sluts, before they had the chance to post the follow-ups.

I just thought you should take that part of the story into consideration, when interpreting the original idea.

Best regards - The producer

@ Ikoino: You misunderstood (or I wasn't clear enough), we are not referring to the same thing. What I meant with 'physical pleasure' was the fact that it is both easier and more likely to hurt a woman-as-stranger during sex. (Okay, a woman could bite on it etc, but that's again the exception)
You have to be secure that the dude will both understand and be interested in your 'readiness'/arousal/pleasure. And for many women it takes more 'charting around' to find out what she likes. Which is...um... unlikely to happen in a drunk ONS. Given that the percentage of women who have never had an orgasm at the approximate age of the woman in the video is way into the double digits...
You get where I'm coming from.

More personal now: I recently 'escaped' a possible ONS situation with a stranger (we were still fully clothed, but alone in the room in an acquaintance's house and it was clear what he wanted), and the guy got very angry and aggressive and threatening with me... Hetero guys just don't really have to worry about that. You don't won't to screw her? Well, don't. It's unlikely she'll attack you on the way out.

@ The Producer & Jamie: I cannot really believe this... Why would your friend Ditte Arnth Jorgensen (assuming this is all genuine) agree to those ads if they were to involve a Muslim having a ONS with a Danish woman? Her life would be in danger possibly. That seems a rather bizarre choice.

So you say that Dorte Kiilerich, the CEO of the VisitDenmark Tourism Board was fired due to the video?

I can't believe the "slut-shaming" that goes on in the comments here. Yes, the video is despicable, but will all you American prudes please stop judging (the imaginary but very realistic) Karen!!
She is not real, and it is a horrible, and quite sexist, video. But get off your religious conservative horses (the horse that you may not ride consciously but which is affecting most Americans) and stop judging a video with US standards (a country where small words are seen as having actual magic power, so they need to have their letters removed even in writing).

The video is realistic. That doesn't make it good (it's totally rubbish) but it is re-a-lis-tic!

So when you all are saying that it is "demeaning to the women of Denmark" what exactly do you mean? Of course it's stupid to present Denmark as if it only consists of women like Karen. But reality is that the events Karen describe are NOT unusual in Denmark and they are NOT seen as "slutty". In Denmark there is absolutely nothing wrong with having one-night-stands and it is not seen as "demeaning". That is what we do - until we get tired of it, of course. In fact, I'd say it's pretty demeaning to young Danish women in general to claim that their activities and lifestyles are "demeaning".

The only thing "Karen" did wrong was to not have SAFE sex. Stop slut-shaming her - that is so misguided "feminism" you are doing. And stop judging her with your US (extremely sexually conservative) values - that is just bad sociology.

I know I am coming into this discussion late, but I just wanted to clarify a few  points: 1) The scenario of a woman having a baby whose father she cannot name is not normal in Denmark, where both contraception and abortion are widely practiced.Denmark has a high rate of unmarried pregnancy because committed couples have children without marrying, NOT because young women have unsafe sex in high numbers. This fact alone misrepresents Danish women as prone to getting pregnant from unprotected sex with strangers, and is just weird. 2) Un-safe sex  is called un-safe because it can lead to pregnancy, to STDs, and in addition, to forced sex for females. One way this happens is that men, based on false media presentations of women, especially certain kinds of women, are led to believe that those women (for example, Scandinavian, Thai,  Black,  attractive. or divorced women) always want sex, even with strangers, or even with unattractive men, and therefore it becomes impossible for those men to imagine those women saying, and meaning, "no." These men do not consider themselves rapists; they just see themselves and those women as following some kind of media-provided sexual script, which involves the women really and truly wanting it, no matter what they say. This is dangerous for those women, and this ad makes it dangerous to be a Danish --or Scandinavian, since American men can't tell the difference--woman. I know that intelligent men can tell the difference between, say, porn, and reality, but the world is unfortunately full of UN-intelligent men and, of course, drunken men, who are notorious for being at least temporarily unintelligent. 3) The fact is that being drunk means that you are unable to give informed consent, meaning that if she can't remember anything about the guy, it was legally rape. Rape is not romantic. Neither is really, really, drunken sex with a complete stranger, whether you call it rape or not.  It may be considered to be "hot" by one or both at that moment, but it is not "romantic." No one is "in love" here. If you think so, you have fallen victim to not being able to tell the difference between media fantasy and reality. 4) As numerous people here have mentioned, the research shows that drunken one-night stands are extremely unlikely to be sexually enjoyable for women  (especially young women, who are relatively non-orgasmic anyway, despite media depictions to the contrary)in the sense of being orgasmic. Look up  Dr. Paula England's very large survey research data, for example. While many guys like to think that the women they have one-night stands with are having orgasms (and women admit they fake it in huge numbers), it is the unusual woman, and the unusual circumstance, where this actually happens outside of movies. So please don't describe this scenario as romantic or as a realistic portrait of liberated women from a welfare state, or describe the critiques as American prudishness. This was without a doubt an ad meant to sell Danish women to men from other countries, not for romance, but for uncommitted sex (the way Thai women are advertised for the same thing). 5) And as has also already been pointed out, um, there is a 3rd human being, whose existence is neither "romantic" nor "hot."