In the summer sun a boy plays hide and seek with his friends, later is rewarded with the most Swedish snack of all, in fact it's our version of peanut butter and jelly - a fish roe-paste on hardboiled eggs. Yes, us Swedes are crazy but don't knock it until you've tried it.
See related article Daft attempted ad ban of the week: Kalles Kaviar ads are "too Swedish"
Advertising agency: GOSS
Production: Atmosfär
Director: Jörgen Lööf
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