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Company: Elkjøp
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Brand: Elgiganten
Ad Title: Lad gaverne tale - fra Far/Let the gifts speak - from Dad
Business Category: Retail
Media Outlets: Television
Country: Denmark , Sweden
Region: Europe
Agency: unknown
Year: 2016
Target: Gays & Mainstream
Ad Spotter: Tom Nimen


Age Diversity

Multiple Gender Expressions


Theme Breakdown

AdRespect Score: 
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A family unwraps their Christmas gifts together in the living room. An effeminate teenage boy, wearing a pink sweater and nail polish, sits in a chair, withdrawn from the activities as a small drone present buzzes near him and he pulls back.

The father sullenly hands his son a wrapped present, which the boy unwraps and discovers its a curling iron for hair. He looks up with a smile, and his father returns the smile.

The text for Elgiganten, an electronics store, reads, "Lad gaverne tale - fra Far" ("Let the gifts speak - from Dad").


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