Description
This ad delivers a punchline before you even fully process the picture. There’s Henrik, wrapped in a blanket, shivering like he’s just escaped the Arctic alive. Behind him sits a landscape so cold it practically bites. And then the line hits: “Makes Henrik hypothermic. Makes our salmon delicious.” Suddenly, the whole scene makes sense. It’s absurd, it’s darkly funny, and it instantly tells you one thing, this salmon comes from waters so cold, they practically bully the fishermen. The joke lands because the contrast is so sharp: Henrik suffers so you don’t have to.
How It Works:
The ad uses humor with a straight face. It pairs extreme discomfort with culinary perfection, making the cold feel like a badge of honor. By showing a real human in a legitimately rough environment, the brand dramatizes the origin story of their salmon without ever needing to brag. The cold becomes the secret ingredient. The man becomes the punchline. And the product becomes the hero, simply by being worth the chill it took to catch it.
How It Can Be Reused:
Find the “unseen cost” behind your product, the tough conditions, the messy process, the effort no one thinks about, and exaggerate it with a wink. Show someone experiencing the hard part so your audience can enjoy the good part. The humor comes from the dramatic contrast; the appeal comes from proving authenticity in a totally unexpected way. When you let the struggle tell the story, your product ends up feeling earned, premium, and a little more human.
