David Reviews

 Biting the hand that feeds us since 2002.

Swedish Railways
"Paul's Journey"
80s
14 March 2017
Sweden Train Services

Some journeys are more difficult than others. The central character in this enlightened commercial for Swedish Railways has embarked on a personal journey to seek acceptance for his transvestitism - and he's no generic cipher representing the LGBT community, either. He's Pelle Pia Hedberg, who became a cause célèbre in his native Sweden when his decision to begin dressing as a woman in the workplace provoked a row with his boss.

It's a beautifully-made piece of work. Hedberg's transformation is simultaneously allegorical and literal as he inserts a pair of earrings before applying nail polish. This piques the curiosity of other passengers but their faces reflect a society at ease with 'difference' and none of them display a hint of prejudice even when he returns from the toilet having swapped his blokeish apparel for a dress.

All the while, the train hurtles effortlessly through the Swedish countryside to remind us of the other - more straightforward - journeys made possible by the railway concerned.

This feels as though it's advertising a way of life as much as it's advertising anything else, and with Sweden being cited by both its friends and its enemies as a bastion of liberalism, it's an exceedingly well-timed piece of communication.


Channel 4
"Formula One"

Kevin said:

Sounds like the same v/o artiste as the Sky Sports F1 promo.... Definitely not "horses for courses"???


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Swedish Railways
"Paul's Journey"
80s
14 Mar 2017
Some journeys are more difficult than others. The central character in this enlightened commercial for Swedish Railways has embarked on a personal journey to seek acceptance for his transvestitism - and he's no generic cipher representing the LGBT community, either. He's Pelle Pia Hedberg, who became a cause célèbre in his native Sweden when his decision to begin dressing as a woman in the workplace provoked a row with his boss.


David Reviews - Lovely Lenzie Ltd, Woodbourne House, Seven Sisters, Lenzie, G66 3AW. Telephone: +44 141 776 7766. Editor: Jason Stone.