For reference, the Moderates (Moderaterna) are the most conservative party in Sweden.
A typical very liberal Swedish families Sunday dinner is shown, where all the children and their partners, grandchildren, etc are gathering as the patriarch talks loudly about how liberal and open-minded they all are, and that they have "a high ceiling", meaning they are accepting of discussing new ideas. Details like "is that coriander I smell?" and the father holding his toddler, a mixed race couple, and a grandmother with a spiffy short modern hairdo underline how socially liberal and hip this family is. The grandfather ends his bombastic monologue by saying "...on the seventeenth, wouldn't that be something for you?" turning to the dad with the toddler. The father responds with: "Eh, no, I can't then. I'll be voting. On the Moderates." The room is suddenly silent.
Tagline: The new Moderaterna - not everyone knows that we've changed.
Client: Moderaterna, Sweden
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I remember this campaign, this ad in particular. I wonder how much it had to do with the election results.
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