T



the guy Danes did it once more. The vacation company behind
Exercise for Denmark
, the advertisement seen by eight million men and women on YouTube that urges Danes to procreate with regards to their nation, has actually launched another video clip. Now, it’s motivating Danes to lie back and consider their particular mothers in a bid to help make a lot more grandchildren, in
Exercise for Mommy
.

A white-haired woman within her 60s sits on a park table, looking wistfully at a grandma serving the ducks together granddaughter. A John Lewis ad-style voiceover informs us: “You were here as soon as child discovered to walk …” (cue footage of mom and son through decades) “… you used to be there as he discovered how to drive a bike. Once the guy discovered ideas on how to study. But once it comes to generating young children, it could be a

little bit

awkward to assist away …” at this time, we move a guy and a woman within their underwear appreciating a passionate embrace while Denmark’s reply to June Whitfield tiptoes in and provides the girl child a hand getting rid of his lover’s bra.

And certainly, it’s simply as strange as it sounds.

The movie may be the brainchild of strategist Søren Christensen and his team at
Robert/Boisen & similar marketing company
, that has been commissioned by
Spies Travel
. Eva Lundgren, your head of advertising at Spies, states: “we’ve a problem with
the lower birthrate in Denmark
, and a recent review [conducted by Epinion Denmark 2015] verified that a lot of ladies in their 1960s be concerned about without having any grandkids. They’ve been normally satisfied with their life
[Denmark has got the happiest feminine retirees around]
, however they would just love grandkids. We desired a brand new position to market our holidays, so this seemed an interesting match.”

Christensen includes: “many my buddies and peers have been in their own 30s and 40s and then we’ve all considered stress from our mums, particularly, to start it and also kids. So we understood it had been a concern.” But instead than acquiring morose in regards to the condition with the nation, Lundgren and Christensen got a lighter strategy. “we had been really stirred by
thegreatschlep.com
,” states Lundgren, “where Sarah Silverman made a video to tell
Jewish young ones to see their particular grandparents and convince these to vote Obama
. It had been funny, but it surely got the message across, too. And we believed: ‘Maybe we could take the exact same method here.'” So they really did.

“never despair!” the voiceover reassures broody would-be grandmas into the brand-new video. “we could possibly found the remedy.” Danish Summer features a eureka time, so we splice to slow-motion video footage of a bikini-clad blonde in her 30s heaving by herself out-of a swimming pool to greet an appreciative and similarly appealing man in trunks. What follows is a Carry On-worthy montage from the youthful pair engaging in various innuendo-laden, suggestive activities. The voiceover reminds you that individuals have actually 51per cent a lot more intercourse on a sunny vacation; tend to be more stimulated whenever we exercise, and much more likely to consider – tending to cause even more children, AKA grandkids.

Danish Summer appears to know-all this instinctively, and thus opens up the woman notebook (
Danish pensioners are probably the the majority of tech-savvy in the field
) and publications this lady son an action-packed split. The tagline: “deliver your child on a working holiday, get a grandchild in nine several months!” (a disclaimer, “delivery not guaranteed in full,” is included in parenthesis). The film goes on with all the couple, starred by star Emilia Liva Huusfeldt along with her real-life sweetheart, climaxing after a particularly high-impact exercise. Briefly a while later, Danish Summer can be seen clutching a newborn before joining hoards of potential granny on oasisfreedating waving off an airplane, apparently filled up with some other offspring.

“The video was only launched on 30 September but we have now already had a big feedback,” says Lundgren. “In a population of simply 5.5 million, it was watched by two million Danes to date and a lot of people love it.” The do so for Denmark campaign noticed income of Spies breaks upwards 39.8percent – and Denmark’s birthrate even rose a little in 2014, “which obviously we’re getting as a result of the promotion,” jokes Christensen. He contributes: “We Are Going To simply have to find out if we can get it up once again this present year …”