This Scandinavian City Just Captured the Internet with Its Hilarious New Tourism Campaign

“Honestly, I wouldn’t recommend coming here,” says Halfdan, a rather unimpressed thirtysomething from Oslo, as he strolls through his hometown, searching for its charm. “Is this even a city?”

This marks the beginning of what is being dubbed the summer's top tourism advertisement, a dry, understated, 1 minute, 45-second clip where our local host highlights various aspects of Oslo that he believes aren’t impressive—but actually are. For instance, you don’t have to wait in line for restaurants: “What does that say?” he questions, implying that the exquisite dish before him isn’t that remarkable.

You might just encounter a royal family member while wandering through town—a stroll that only takes about 30 minutes: “Good luck doing that in New York or Paris,” he remarks, sounding disappointed as if this city lacks size or significance. Standing in front of Norway’s most renowned painting, The Scream by Edvard Munch, he nonchalantly states it’s “not exactly the Mona Lisa.” He wonders aloud if visiting an art gallery is even worthwhile if you don’t have to wait hours to enter. All of this takes place in a beautifully scenic city where people are seen swimming, enjoying drinks in stylish bars, and living life at a leisurely pace. The irony is palpable.

The advertisement is the brainchild of Visit Oslo's marketing director, Anne-Signe Fagereng, who aimed to create something unique. “We wanted to leverage our underdog status among European city breaks,” she explained. “Oslo is somewhat the lesser-known sibling of Stockholm and Copenhagen, and we wanted to ensure the world recognizes the developments that have occurred in the city over the past two decades.”

It’s a fantastic way to highlight the dry humor found in Norway’s capital—alongside its welcoming nature, openness, and accessibility. The advertisement was produced in collaboration with NewsLab, a content agency based in Oslo, under the direction of August Jorfald. The concept was partly inspired by his travels across Europe.

“Being a tourist right now feels both sad and strange,” he remarked. “There’s a certain ambivalence, particularly in cities like Barcelona and Paris, which are grappling with excessive tourism. I identify as a tourist, but I crave authentic experiences too. I seek out the best local spots, like where to grab a pint in Liverpool—that’s what drives me. Oslo is attractive because it’s a city where people live genuinely, not just for the tourists.”

The advertisement drew inspiration from Norwegian director Kristoffer Borgli’s Scandinavian Week commercial for Belgian television, where a disinterested Norwegian tour guide apathetically showcases a fjord to a TV crew, as well as Joachim Trier’s film The Worst Person in the World, which is set in Oslo.

“The key difference is that we aimed to showcase Oslo in its finest light, waking up early and staying late to capture the perfect transitional light,” August explained. “The contrast between Halfdan's comments and the visuals is where the true essence lies.”

For Fagereng, the outcome has been remarkable, amassing over 13 million views across X, Instagram, YouTube, and TikTok, and the numbers keep climbing. “I didn’t expect ads could still break through like this,” she noted.

Jorfald’s response to the ad’s popularity is characteristically understated: “It’s hard to pinpoint exactly why it resonates,” he remarked. “I simply aimed to create something I personally enjoyed. That’s my primary motivation in crafting something creative.”

The ad’s success may stem from the rarity of undiscovered treasures these days. While Southern Europe grapples with excessive heat and tourism, this serene, cool capital city in Northern Europe is emerging as the stress-free getaway we’ve always dreamed of.