In 1985 the tagline "Gevalia. När du får oväntat besök" (When you get unexpected visitors) took the market research truth Gevalia found to a brand new world where submarines surfaced in floors, bath tubs inhabited by nude women fell through apartment ceilings, and giant boats made port on tiny islands like the very first poster depicted. That image was made extra surreal when a real ship stranded on an island in Bråviken, only a spit away from someones summer house just a few weeks later.

The tagline is back after an eight year hiatus - the Gevalia campaign so familiar to Swedes - and this is the first time in eight years that we see another "Oväntat besök". Shot by Axel Laubscher , produced by Social Club and created by Ogilvy Stockholm, (media agency Starcom webagency Gimlet) - this ad is being aired exclusivly today - and of course, on Adland.

The Gevalia campaign "När du får oväntat besök" evolved from posters and cinema ads in 1995 to ad installations - or what we now might call Ambient/Guerrilla advertising - where buses crashed into night clubs, and subway cars erupted from the underground onto Stureplan in the center of Stockholm (which we previously spoke to Miami advertising about)

There were also several new TVC«s - and in 1999 The Gevalia oväntat besök campaign was named "Århundradets bästa reklamkampanj" (This centuries best campaign). How do you follow that?

"There«s really high expectations and we've made use of our skills/resources in the international networks to ensure that the film becomes a success. Gevalia«s campaign is a unique one and the development is being followed with great interest by Krafts european leaders" says Katia Melazzi, Director, Marketing Nordic & Southern Europe
Coffee (Gevalia)

Super adgrunts, see also, the making of the Gevalia scuba diver film.


about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.

Comments (8)

  • Goodbye's picture

    Why are they giving it all away in the start???

    Sep 12, 2008
  • Robbotman's picture

    While I like the cinematography, there are some nice shots in here, I'm quite baffled by some of the really obvious bits such as showing the diver at the start revealing the end, and "it's raining men" played when he ends up in the pool. That added together makes the old urban legend lose its charm. I'm sure they were trying to enhance the story but after Magnolia, you should leave the fire divers alone.

    Sep 13, 2008
  • bella's picture

    I like it. It might not be the most surprising story, but it's well told.

    Sep 13, 2008
  • Neo's picture

    "The making of" video is far more interesting. Also, that bus is still awesome.

    Sep 13, 2008
  • aiiobo's picture

    Edit out the diver in the opening shot and it could be great!

    Sep 13, 2008
  • Dabitch's picture

    Nope, I've never heard of a helicopter pool-filling and the costs for that (with our fuel prices) would be quite outrageous when water from a garden hose is free.

    Sep 13, 2008
  • caffeinegoddess's picture

    I didn't think so. ;)

    One other thing that bugged me a little is that neither scuba man or homeowner seem all that surprised about the event. I think it could have been played up a little bit more.

    Sep 13, 2008