We Finns think all Swedes are gay. Oppositely, the Swedes think all Finns are morons. So, one of the winners at Guldägget (Golden Egg), the most important award show in Sweden, last week, didn’t surprise me. In this film a middle-aged man’s tragedy is that he never got the letters from the teenage holiday romance, a boy (!) he met in Paris. Missed chance; he should have used the “forwarding service” (from client ‘Svensk Adressändring’). A gay fling is hardly shocking to the readers of this blog, but selling the idea – making fun of man who has stayed in the closet – to a client, would make most of us think twice. The gay agency that made this subtle ad is TBWA Stockholm – it’s their first Guldägg in 5 years. The film was directed by Max Vitali and produced by Callboy – what a gay name! Though the winning film confirms my prejudice towards Swedes, I have to admit that I’d rather be gay than a moron.

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