The partnership between Swedish Armed Forces and DDB Stockholm has yielded brilliant work in the digital space. They've tested the mental acuity and endurance of potential recruits, and in a more recent effort, they coupled a real world event with social media, trapping a person in a room all by himself and freeing him only if another person stepped in to take his place. The latest effort,
however, takes a more simple tack with a series of hilarious spots directed by B-Reel's Mikael Marcimain capturing people immersed in various pursuits that become totally ridiculous when you consider what else they could be doing.
Featuring a young man and a balloon, a woman at breakfast, an anal homemaker and a classic videogame fan, the superb performances and gorgeous details help to paint a picture of complete absurdity.