Scandinavian Airlines is the latest company to feel the wrath of social media after its newest video uploaded to YouTube divided opinion. The act of calling out companies and famous faces has escalated in recent years, and it looks like many on the internet have already decided Scandinavian Airlines has gone too far with its latest message.
The airline, more commonly known as SAS, is a popular option for many travelers and especially those travelling in or out of Denmark, Norway, and Sweden. However, that popularity has now come under threat following the upload of a video to YouTube, that was reportedly then quickly set to private before being made public once again. Since resurfacing, the comments have been disabled and the video has gained significantly more dislikes than likes. All the while, the hashtag #BoycottSAS has started to pick up on Twitter.
The controversy surrounding the commercial is the video claim by Scandinavian Airlines that “absolutely nothing” can truly be defined as Scandinavian. Danish pastries, Swedish meatballs, and even the - “pride of Norway’’ - paperclip were all referenced as examples of being thought of as Scandinavian before being dismissed as products of somewhere else. The provocative statement has resulted in many taking to social media to make clear how insulting the main message is to the Scandinavian region, and its people.
Scandinavian Airlines Or Social Media To Blame?
From Scandinavian Airlines’ perspective, the commercial was meant to relay a positive and on topic advertising message. In fact, the video ends with a “we are travelers” sentiment and how “we can’t wait to see what you bring home next.” This ties directly into the main issue as SAS has attempted to highlight how travel is a good thing that not only broadens an individual’s horizon, but also a region’s when people return (or visit) with new viewpoints, experiences, flavors, products, and so on. However, the outrage many are experiencing is understandable. Especially considering many airlines (and brands in general) tend to focus on a ‘proud to be’ message by proudly highlighting and identifying with traits of a country or region. With Scandinavian Airlines attempting a more inclusive message, it has run the risk of excluding itself from the minds of some travelers.
How far and deep the alienation will run remains to be seen, although there are those on social media who are now making it clear they have very little intention to fly SAS again. What is likely to continue to fuel the outrage is that following the first video, SAS uploaded a second and shorter version to YouTube. This latest one essentially doubles down on the “what is truly Scandinavian?” message, albeit without the “absolutely nothing” reference this time.
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Source: Scandinavian Airlines/YouTube
