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SAS "Big Bike Ride" (2016) 1:30 (Sweden)

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.

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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