It may seem silly to outsiders not versed in Swedish culture, but the saffron-bun "Lussekatt" is a near-religious dogma for Swedes in December. Come December 13th, you simply have to have one, and most people start baking them by the first week of December. Including Pressbyrån, the convenience store chain that you can find everywhere in Sweden. Pressbyrån is open late, often located near busses and trains, and is always available with a cup of hot coffee and freshly baked buns in the morning. In December they bake saffron buns, and in this ad, a regular Pressbyrån turns into the backdrop of a music video for a sweet R&B lullaby to these buns. Los Angeles based music artist Z.Woods simply croons; "I have baked saffron buns for you. May I offer you a Lussekatt?" to the customer who asked for lussekatter. You can listen to the full length Spotify version of the song here or add it to your office Christmas mix. The ad launched on TV and social media December 5, just as all Pressbyrån in Sweden began baking saffron buns.

Ad Agency & production: Åkestam Holst
Media agency: Carat

Leave a comment

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.