I couldn’t believe the furore surrounding the Danish Mother Seeks Father of Her Child video. Actually yes I could after I realised that it was a fake orchestrated by the Danish Tourist Board with the aim of creating a viral buzz around Denmark. Another case of what were they thinking? I mean, a lucky gene pool is definitely Denmark’s USP – and the Danish girl’s MILF credentials are undeniable – but the equation with drunken one-night stands doesn’t reflect so well on Denmark as a destination and should be left to Latvia and Estonia (and incidentally the come-and-get-laid holiday theme would easily become a commodity if all tourist offices started doing the same)…
But in fairness to the Danish Tourist Board, the line between liberal and tasteless is very thin. This video certainly created a viral buzz and if it wasn’t for the backlash from angry Danish taxpayers it could have been quite a success – there are already so many parodies on youtube. The liberated ways of Scandinavians and the promise of sexual promiscuity as a travel incentive remind me of the various Bjorn Borg adverts, which I adore: they always exploit Sweden’s eugenic perfection in a very funny, sexy way and would get most of us on the next flight to Stockholm. Probably the best ad campaigns for the home country.
What this stir reflects is everyone’s double standards, from travelers to Danish taxpayers: featuring a girl who engages in one-night stands with foreign male tourists is (justifiedly) insulting to Danish women in the specific context of destination marketing. Although I love this video, it would have created a similar backlash in most European countries. Sadly when it comes to gay travel marketing, the lowest common denominator seems de rigueur and equivalent promises of casual sex encounters with shirtless beefcakes are still the backbone of most tourist office campaigns and websites, complete with a detailed directory of all the darkrooms, saunas and sex clubs available. Somehow it doesn’t seem to bother the taxpayer. Why? Still I have a soft spot for these 2 videos – Tel Aviv and Montreal – that have managed to turn around the dirty city break genre into something contemporary and funny. Well done!
Thoughts welcome!









