British Airways Radio SAVIOUR by Publicis Stockholm

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Industry Airlines
Media Radio
Market Sweden
Agency Publicis Stockholm
Director Patrick Larsson
Account Supervisor Claës Af Burén
Released August 2004

Credits & Description

Advertising Agency: PUBLICIS STOCKHOLM, SWEDEN, Stockholm
Scriptwriter: Måns Andersson/Patrick Kampmann
Account Supervisor: Claës Af Burén
Advertiser's Supervisor: Staffan Jansson
Director: Patrick Larsson

Script in English

VO: Most things sounds better in proper English. Fly to London from 1399 Swedish kronor. Book your tickets at British Airways. London is closer than you think.
Script in Orginal Language

VO: Det mesta blir bättre på riktig engelska. Flyg till London från 1399 kronor. Biljetten bokar du på British Airways. London är närmare än du tror.
Brief Explanation

The creative idea for the radio ads is built on a typical Swedish phenomenon that most people go through during their childhood – namely to speak ‘Swenglish’, i.e. people, particularly children, will try imitating English pronunciation. In short, it’s just the same as people interpreting Swedish through the Swedish Chef in the Muppet Show, but the other way round.

Our radio ad concept is based on classic film scenes where we swap the real dialogue for English-sounding mumbo jumbo.

We did not work with scripts on these ads. We only had a brief synopsis on each scene because we wanted the actors to be spontaneous and make each scene as lively as possible.