WHERE SUCCESSFUL ADVERTISING MEETS LGBTQ+ EQUALITY

SJ AB/Swedish state railways, Hannah's Resa (Hannah's Journey)

Members:

A cute, 3-year-old girl in pigtails talks through the seats and walks around telling anyone who will listen, describing her "dad" as having contrasting physical traits:

"My dad is small like an ant... mm. My dad is super tall. My dad is like a hedgehog. My dad has really long...My dad has a really long beard. My dad has no beard at all. My dad sleeps for a really long time. My dad is super energetic!"

As she leaves with her grandma, she meets not one but two dads.

The closing text reads: "Every day, 130,000 people travel with us. They look 130,000 different ways and have 130,000 different dreams. This is Hannah's journey. Whoever you are, wherever you are going."

The ad is part of SJ's broader campaign called "Resan är målet" (The Journey is the Destination)>

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