A Stressed Out Commuter Imagines Life as a Unicorn in This Pension Fund Spot

Forsman & Bodenfors Brings Mythical Horses and Finance Together in Ad for Sweden's AMF

By Alexandra Jardine. Published on Oct 18, 2017

Editor's Pick

Unicorns are a perennially popular cultural motif, but they're not the first thing you'd associate with pensions. Nevertheless, Swedish pension fund brand AMF brings the two together in a new spot by Forsman & Bodenfors, in which a stressed-out bus commuter imagines life as a mythical horse.

In the film, he's running through a dreary list of tasks ("cancel the dentist ... clean the gutters ... change the tires on the car ... parent's evening") when he catches sight of a unicorn keychain attached to a little girl's school bag. He imagines the stress-free, bill-free life of a unicorn --running naked through babbling streams and bathing in fountains of pink lemonade. "Why are they so happy?" he wonders, and catches sight of a poster advertising AMF as a safe pension plan. "Is it because they have a great pension plan?"

The spot was directed by Bacon's Tomas Jonsgarden.

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Oct 18, 2017
Forsman & Bodenfors Stockholm
AMF Pension
Jacob Nelson
Art Director:
John Bergdahl
Agency Producer: Hammar
Account Director:
Leif Sorte
Account Manager:
Lena Birnik
Production Company:
Bacon STH
Tomas Jonsgården
Magnus ...kerstedt
Director, Photography:
Rasmus Videbæk
Marcus Kryler

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