SAS launches new brand campaign

Scandinavian Airlines celebrates its Nordic DNA and premium positioning with actor Joel Kinnaman

Scandinavian Airlines (SAS) builds on its “We Are Scandinavia” platform with a new brand campaign titled “We’re proud to serve the toughest crowd.” The initiative highlights what makes SAS truly unique – its Scandinavian identity defined by innovation, forward thinking, and naturally high standards of quality and experience.

Excellence as a mindset

“Scandinavians set the bar high – in design, innovation, and everyday life. This campaign celebrates that mindset and positions SAS as the natural choice for those who expect more,” says Helene Abel Hansen, Vice President Marketing at SAS.

Pride and responsibility 

“As the airline of Scandinavia, we carry the responsibility to represent our region and its people with pride. Meeting the world’s highest expectations is part of our DNA – from how we communicate to how we care for our travelers,” adds Johanna Gustafsson, Head of Brand at SAS.

A familiar Scandinavian voice

Swedish actor Joel Kinnaman narrates the film-based campaign. Known internationally for major roles in both Hollywood and Swedish productions, he perfectly embodies the authenticity and progressive spirit at the heart of SAS’ identity.  

“Having a world-famous Scandinavian actor reinforces our message: even those who’ve seen it all agree – there’s nothing quite like a Scandinavian airline,” Gustafsson concludes.

Global roll-out

Developed in collaboration with Åkestam Holst, the 360° campaign launched on October 27, running primarily in Scandinavia with selected international placements across TV, digital, outdoor, and social media.

More on SAS.

Header:  © SAS