We talk to an advertising expert…
”We talk to an advertising expert about what the ad says about the image of Sweden of today. (…)
What image of Sweden does it want to give?
– I am not sure it wants to give an image about Sweden when it comes to Volvo. I am not sure they are really concerned about that. But I do know that Zlatan Ibrahimovic himself has in interviews mentioned his ambition to do an ad that contributes to a picture of Sweden where Sweden is composed of a lot of different ethnic backgrounds. And that is a bit contrary to the traditional picture of Sweden, the blond people in red cottages and so on. It is also different, I think, from the image that some xenophobic groups would like to have of Sweden in the political debate in Sweden right now.”
Birger Östberg intervjuas i SR Radio Sweden 28 januari 2014