Welcome to Haaland

Norwegian agency TRY wishes you “Welcome to Haaland” in new ads that pokes fun at the world’s ignorance around Norway’s biggest sports stars.
Norwegian soccer player Erling Braut Haaland has taken the world by storm in the past couple of years, baffling experts and fans alike with his explosive, characteristic runs, clinical finishing, and intense way of being. Global soccer stars are few and far between for Norway – a country known less for sports accomplishments and more for being “one of those countries in Scandinavia”, or to some, even the capital of Sweden.
The film puts Haaland at the center of attention as he scores yet another goal, catapulting some British pub-goers into a conversation about where he’s from. From there on we’re taken on a journey into “Haaland”, a place that mixes Norwegian stereotypes and wild fantasy-
The film is part of a campaign that positions Norsk Tipping (The National Norwegian Betting company) as the experts on Norwegian sports, of which they’ve been an integral part of since 1948, a strategy built to fend off the competition from international betting companies, and their increased popularity in the Norwegian marked.
Norsk Tipping contributes all their profits to Norwegian sports and organizations on all levels, and thus, have been a small part of Haaland’s career ever since he was a kid playing on small fields in a small town on the west coast of Norway.