Punning on the word "fiskelycka" which literally means "fishing happiness", they've turned it into "Fiskelyckas", where "lyckas" means to succeed. The only thing the dad here doesn't fail at, is making a dinner that pleases his daughter. I wonder where mom is.

Client: Findus

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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.