This Andreas Nilsson directed spot featuring a pair of unconventional but spectacularly talented Swedish, beardy ice skaters and their evangelical coach who launches into song as they perform an increasingly bizarre routine on a frozen lake. The brief was to find a true embodiment of all that is ‘beautifully Swedish,’ for which we unearthed ‘The Reindeer Herder’s Joik’ by Jon Henrik Fjallgren, a modern take on the traditional ‘joik’ songs sung by Sami people - the indigenous reindeer herders of Northern Sweden. The haunting, ethereal nature of the song, befits the earnest voice of the coach and provides a perfect dose of quirky humour that Scandinavians are famous for.