Most beer brands want to be macho, sports-oriented and brewed ice cold. Not Norrlands Guld.

The beer is from the north of Sweden where people are pretty quiet and uncomplicated. They never try to be something they´re not.

The concept "If you want to be yourself for a while" (Om du vill vara dig själv för en stund) centers around a group of male friends that are soft inside. There is never a need for an attitude. The important thing is that everyone feels good.

Each TVC is being narrated by Ingemar who writes in his diary about simple things about playing miniature golf, fixing with the car or playing frisbee with his friends. Just like most people up north, his language is very straight to the point. There is no need for big words.

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