Saatchi enjoys the silence

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In the commercial several different people sing the song. Online people are invited to record their version of the song in an attempt to break the world record in most participants in one recorded song. (The record is 275,000 people; apparently, time will tell how successful the record-breaking will be...) Have a go at

Involved at Saatchi were CDs Adam Kerj and Fredrik Preisler, creatives Mårten Hedbom and Adam Reuterskiöld. The web agency was B-Reel. The production company was Flodellfilm and director Tomas Jonsgården. (Keep an eye out for Jonsgården, who is one of the most sought-after Swedish directors right now.)

But, one of my favourite Swedish commercials in regard of using an international hit song is "Kings Heroes" for the railway company SJ (owned by the Swedish state). It doesn't try to convince you that traveling by train is super comfortable or easy. Instead it shows all the heroes that choose to travel by train because it́s the most environmental friendly way to travel. Together with David Bowie's "Heroes" and the great casting, it always works for me.

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