SAS launches new campaign with Joel Kinnaman

SAS launches new brand campaign: “We´re proud to serve the toughest crowd”

SAS continues to build on its “We Are Scandinavia” communication concept with a new campaign featuring Swedish actor Joel Kinnaman. The campaign aims to strengthen SAS’ premium positioning and highlight what truly makes the airline unique — its Scandinavian identity.

The campaign explores what it means to be Scandinavian: innovative, forward-thinking, and with naturally high expectations of quality and experience. With this as a foundation, SAS tells the story of an airline that reflects those same values, because there is only one airline that meets the standards of Scandinavians themselves.

“Scandinavians are known for setting the bar high, in design, innovation, and everyday life. We hold high expectations for ourselves and everything we do. 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.

“As the airline of Scandinavia, we carry responsibility to represent our region and its people with pride. It’s in our DNA to meet the world’s highest expectations. We’re proud to reflect Scandinavia´s values to the world, from how we communicate to how we care for our travelers. This campaign is about the connection between who we are and how we fly,” says Johanna Gustafsson, Head of Brand at SAS.

“As the airline of Scandinavia, we carry responsibility to represent our region and its people with pride. It’s in our DNA to meet the world’s highest expectations. We’re proud to reflect Scandinavia´s values to the world, from how we communicate to how we care for our travelers. This campaign is about the connection between who we are and how we fly,” says Johanna Gustafsson, Head of Brand at SAS.

Adding a global touch to the campaign, the Swedish actor Joel Kinnaman narrates the story of the film-based creatives. With an international career spanning major roles in both Hollywood and Swedish productions, Kinnaman embodies the regions spirit and authenticity at the heart of SAS’ identity.

“Using a world-famous Scandinavian actor underscores our message, even those who’ve seen it all agree. There’s nothing quite like a Scandinavian airline,”adds Johanna Gustafsson.

Internationally, the campaign highlights SAS as Scandinavia’s only airline, emphasizing that SAS is run by the same remarkable people who define the region’s progressive spirit.

Developed by SAS’ together with Åkestam Holst, the campaign will primarily run in Scandinavia but will also appear internationally at certain times and across selected channels starting October 27. The 360° campaign includes TV, online video, digital display, outdoor, and social media advertising.