In a cute spot from Norway for milk chocolate brand Freia, a little girl gets creative in an attempt to get back the cosy family time that's missing in her life.
In the ad, by SMFB and directed by Social Club's Jesper Ericstam, we see the girl looking bewildered as her family rush around getting to jobs and appointments in the morning. Her father is in such a hurry, he even ties her shoelaces together (it's not clear whether she's supposed to be going somewhere too, or has just been left behind.) Every time someone slams the door, a framed photo of the family in more relaxed times rattles and eventually, it falls onto the floor and smashes. The girl then shows some resourcefulness by attempting to recreate the snowy scene for another photo when her family arrive home.
While Freia's advertising has previously featured cows and traditional Scandinavian landscapes, this is an attempt by the brand to tap into the popular Scandinavian concept of "hygge," or cosy time indoors in the winter, which, according to Freia, is something that gets forgotten when life is busy. According to the brand's head of marketing for Freia, Mondelez Norway, Emanuel GÃ¤vert, research shows that people are spending less time with each other, even in Norway, and the brand wanted to get closer to everyday life and the "hygge" phenomenon.