ByDavid Nikel,
Senior Contributor.
“Doctor, I’d like you to prescribe me Sweden.” It sounds like a late-night joke, but that’s the premise of a new ad campaign from Visit Sweden.
The video opens with a woman in a white lab coat standing chest-deep in a frozen lake, speaking with the calm authority of a medical professional. “Did you know that Sweden is the first country in the world that doctors can prescribe?” she asks.
As the camera pans out, she takes viewers through a surreal wellness checklist: a sauna session, a midnight-sun dance party and a fika coffee break. Each activity, she claims, has measurable health benefits.
