Some late links - via Researcher (Swedish ad planner/writers blog) I found a locked linked toDagens Media (Swedens "campaign" light if you will) where someone at FarFar is quoted as saying:

I'm completly honest when I say that I don't know anything about this. Someone might have picked [the award] up, and if so we'd really like to have it back. I know one thing for certain: Tom did not dig the award up and made it a story. He was completly distraught after this happened.

Interesting that they took this tactic. See the Bavaria campaign was punning on the beer beng a reward for doing something - anything - for ages. The line went something like "Zo, nu eerst een Bavaria!" (And now it's time for a Bavaria).

One example is when a german TV Detective show finally went off the air after 25 odd years, the lead actor lies on the beach with a Bavaria in his hand winking at the camera. Yes now (finally) it's time for a Bavaria.

Other examples had people doing nothig really, but making it look as if they had done quite a lot, and thus deserved the reward of a Bavaria. For example, a man with a box of powdered sugar posed just so, holding his box over the snowy top of Mt Fuji as if he had added it. Now he deserves a Bavaria.

Huh?

actually the ad is perfectly cheesy.. ahahahaha. kill me now.