Why Is Oslo’s New Ad Making Waves?
In the midst of a summer plagued by overtourism, a surprising travel advertisement from Oslo is turning heads—and changing minds. The ad, which has garnered nearly 20 million views since its late June release, features a 31-year-old local named Halfdan, who takes a deadpan approach to promoting Norway’s capital. Instead of glorifying the city’s sights, Halfdan grouses about the lack of pretension, the ease of getting around, and the absence of crowds.
What Are Travelers Really Looking For?
The ad’s success is no coincidence. Travelers are increasingly turning away from crowded tourist hotspots and instead seeking out more authentic experiences. In recent years, protests against mass tourism have erupted in popular destinations like Barcelona and Venice, where locals are frustrated by rising rents and overcrowded streets. Oslo’s ad seems to cater to a different type of traveler—one who is more interested in ‘life-seeing’ than traditional sightseeing.
Who Is Behind This Campaign?
August Jorfald, the film’s director, was inspired by his own experience of avoiding major landmarks during a trip to Paris. Jorfald, who turns 30 this month, believes that younger generations are no longer interested in the same tourist experiences their parents sought. “I don’t want the Disney World. I want to be at someone’s kitchen table and drink wine from a milk glass,” he says.
What Does ‘Life-Seeing’ Mean?
The idea of ‘life-seeing’—experiencing a place as a local might—isn’t new. Blogger and publicist Elena Paschinger coined the phrase in her 2015 book, The Creative Traveler’s Handbook. Paschinger advocates for a travel style that prioritizes mundane, everyday activities over typical tourist attractions. It’s a sentiment that resonates with the growing number of travelers who are weary of social media’s influence on their experiences.
Is Social Media Fatigue Real?
Researcher Lauren A Siegel, a tourism lecturer at the University of Greenwich, believes so. Siegel notes that Generation Z, which has grown up with social media, is beginning to seek out trips that aren’t centered around capturing the perfect Instagram photo. “When you’re on your phone constantly, it creates a real block,” she says. The shift toward more authentic, offline experiences is evident in Oslo’s viral campaign.
How Have Other Cities Responded to Overtourism?
Oslo isn’t the first city to push back against traditional tourism. In 2018, Vienna launched a campaign urging visitors to “Unhashtag” their vacations by putting down their phones and exploring the city’s neighborhoods rather than its famous landmarks. Helena Steinhart, who worked on the campaign, sees parallels between Vienna’s approach and Oslo’s current campaign. “Maybe we were too early with it,” she reflects, while praising the Norwegian ad for its clever execution.
Will Oslo’s Campaign Change Tourism Trends?
Despite its viral success, Oslo’s tourism officials are cautious about predicting an influx of visitors. Anne-Signe Fagereng, the director of marketing at VisitOSLO, admits that the ad’s humor might not resonate with everyone. However, she acknowledges that the campaign taps into a broader conversation about the future of travel. As overtourism continues to plague popular destinations, Oslo’s approach offers a refreshing alternative—one that encourages travelers to slow down, look up from their phones, and truly experience the world around them.
