Dad teaches daughter how to ride a bike and turns it into a giant anthem of get out there and do stuff and see stuff and order that fried flower and buy that dress only you like etc, until the daughter cuts him off and brings him back down to earth. "Travelers think big," is an interesting idea, although its one a lot competitors in the category are embracing in various ways. Whether this execution works depends solely on whether you like the dad's manifesto.

Client: SAS – SCANDINAVIAN AIRLINES Agency: Åkestam Holst Creative Director: Magnus Jakobsson Art Director: Joakim Khoury Copywriter: Magnus Jakobsson Production Manager: Anna Svensson Client Lead: Johan Östlund Planner: Simon Gustafsson Production company: Giants & Toys Cinematographer: Fredrik Bäckar Director: Jens Jonsson Producer: Calle Isberg Agency Producer: Leila Widgren Post production: SWISS Music: Adam Nordén

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kidsleepy CD copywriter with 18 years experience who has worked in many cities including New York, Atlanta, Montreal and currently Los Angeles. I snark because I care.