What is Truly Scandinavian?

I’m with those who found the latest ad from SAS to be bewildering.  I am baffled by the way it has been scripted, the choice of words, and by its tone.

For the record, two days after its release, SAS replaced it with a “shorter and clearer version”, while saying this:

It is regrettable that the film is misunderstood, that some choose to interpret the message and use it for their own purpose.

We are now continuing the planned campaign and we hope that it emphasizes the core message that travel enriches us.

I guess that in saying that the ad was “misunderstood”, they were alluding to the “thumbs down” votes on their YouTube channel that vastly outnumbered the “thumbs up” votes.  If so, the new ad doesn’t seem to have remedied that.