“I wouldn’t come here, to be honest.” That’s how Visit Oslo in Norway eases into its latest ad campaign. It’s a surprising and cheeky opener that’s been turning heads globally since it dropped three weeks ago.
The one-and-a-half-minute ad (Feature film length these days) stars Halfdan, a grumpy 31-year-old local who leads viewers through his home city with a blend of sarcasm and dry wit. He questions whether Oslo is “even a city” as he bemoans its walkability, inner-city swimming access, and public amenities—all while subtly showcasing gorgeous landscapes in the background.
Nicely played, Oslo.
This brilliant ad created by Oslo’s tourism agency is a breath of fresh air in another travel season dominated by perfectly curated Instagram shots and copycat influencer-driven content. Unlike the usual flashy tourism promos, Visit Oslo’s ad uses reverse psychology and humour to stand out. It’s all about keeping it real and steering away from the overproduced, syrupy style that’s all too common and cliché.
Visually, the ad is low-key yet captivating. Stylishly shot on what feels like a handheld camera, it slowly captures Oslo’s charm without bombarding you with iconic landmarks. Instead, it offers lingering glimpses (Hello, Wes Anderson) of charming streets and serene harbours. It paints a picture of a cultured, interesting city that’s also incredibly tranquil, clean and safe.
I love, too, that our key protagonist is on his phone pretty much the entire time in the ad, which only emphasises his indifference to the city and seeming desire to be somewhere else.

The ad’s true genius, though, lies in its simplicity. With his deadpan delivery, narrator Halfdan ironically highlights Oslo’s supposed flaws: calling it “a village” while dining in a beautiful restaurant, comparing it to New York and Paris by noting it takes just 30 minutes to walk across town, and downplaying Edvard Munch’s The Scream with a casual, “It’s not exactly the Mona Lisa.”
Oslo’s beauty is in its simplicity and accessibility, not in its exclusivity, as the ad suggests. “Everything is just so available, you know?” he grumbles. “There’s no exclusiveness.”
This campaign lands at a crucial moment in a European summer when many cities like Barcelona and Venice are again grappling with overtourism, hiking up fees, or outright discouraging visitors. Dubbed “tourismphobia,” this trend reflects the growing frustration among locals who are tired of seeing their home cities overrun by tourists.
Oslo, however, is setting a different example. With a population of 750,000 and despite being one of the fastest-growing capital cities in Europe, it promotes a tourism model that emphasises respect and slower-paced sustainability. The city aims to attract visitors who value authenticity over convenience and Insta-icon collecting.
This approach preserves the quality of life for residents and offers tourists a richer, more meaningful experience.
And it’s not just resonating—it’s going viral. Since its release three weeks ago, the ad has racked up over 1 million views on YouTube, with thousands of comments praising its unique approach and authenticity. The viral success of the campaign underscores the appeal of a more honest and relatable tourism message in a world of heavily filtered travel content.
By integrating care for its community into its tourism narrative, Oslo is paving the way for a more balanced approach to travel. It’s a model that other cities might look to as they struggle with the pressures of overtourism.
This strategy aims to help maintain Oslo’s charm and ensure it remains a welcoming place for visitors and locals alike.
So, next time you’re considering a trip, think about what kind of traveller you want to be. If you’re looking for a place that values simplicity, accessibility, and sustainability, Oslo might just be your perfect destination—despite what the grumpy Oslovian Halfdan might say.
As Halfdan’s closing line says: “I think a city should feel a little hard to get. It’s like a good relationship, you know; it’s not supposed to be easy.”
For more information on Oslo, head to www.visitoslo.com/en/oslo/isitevenacity