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Liberalerna / The Liberals - Frihet måste försvaras / Fredom must be defended (2022) :90 (Sweden)

This year's most interesting tactic so far is from the Liberal party in Sweden, their manifesto ad shows scenes from Sweden set to the tune of "Den blomstertid nu kommer" which is a Swedish summertime hymn, that pretty much every Swede knows by heart.

The supers show political decisions made, and when they were set into law, like "Pappamånad" (parental leave for fathers) and the year 1995. Ban on child abuse (like spanking) 1979. Joining the EU, 1995, free school choice, 1992, and so on. All of these things we currently take for granted, the Liberal party is showing us that they should have credit for. Pretty smart idea.

I raised my eyebrows at Women's suffrage in 1921 and the national pension in 1913 - as the party wasn't even formed until 1934, so how on earth are they taking credit for that? A short search later I learned that the party was actually created in 16 January 1900 through a merger of the People's Party and the two liberal groupings Bondeska and Friesenska discussion clubs. Ah.

Then they promise "A personal house doctor 2024", and "no no-go zones 2030" as well as "electrified travel 2032" - while showing an airplane. Ho-kay.

"More than 100 years of liberal reforms have made Sweden to Sweden. Which way do you want to take forward?"

Side note, are all ads this year really patriotic looking with the dreamy drone footage of Swedish landscapes, or is it just me?

Client: Liberalerna

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