Ad of the Day | SAS Serves the Toughest Crowd in New Brand Campaign

Nov. 05, 2025

In a new global campaign, SAS explores what it means to be Scandinavian: innovative, forward-thinking, and with naturally high expectations of quality and experience. With this as a foundation, SAS tells the story of an airline that reflects those values.

Directed by Martin Werner, produced by Bacon and made with Åkestam Holst, the campaign stars Swedish Hollywoord actor Joel Kinnaman. The campaign will primarily run in Scandinavia but will also appear internationally at certain times and across selected channels.

Helene Abel Hansen, Vice President Marketing at SAS said:

"Scandinavians are known for setting the bar high, in design, innovation, and everyday life. We hold high expectations for ourselves and everything we do. This campaign celebrates that mindset and positions SAS as the natural choice for those who expect more."

 

Johanna Gustafsson, Head of Brand at SAS said:

"As the airline of Scandinavia, we carry responsibility to represent our region and its people with pride. It’s in our DNA to meet the world’s highest expectations. We’re proud to reflect Scandinavia´s values to the world, from how we communicate to how we care for our travelers. This campaign is about the connection between who we are and how we fly."