SAS Launches Bold New Brand Campaign Starring Joel Kinnaman

Scandinavian Airlines (SAS) has launched a new brand campaign titled “We’re Proud to Serve the Toughest Crowd”, reinforcing its Scandinavian roots and commitment to premium service. The campaign debuted on October 27, with narration by internationally recognized Swedish actor Joel Kinnaman.

The campaign is the latest evolution of SAS’s “We Are Scandinavia” platform and positions the airline as the natural choice for travelers who demand more—those who, like most Scandinavians, hold themselves and others to high standards of quality, design, and innovation.

“Scandinavians are known for setting the bar high,” said Helene Abel Hansen, VP of Marketing at SAS. “This campaign celebrates that mindset and positions SAS as the airline for those who expect more.”

A Scandinavian Story, Told by a Global Voice

Kinnaman, known for his roles in both Hollywood and Swedish productions, brings global recognition and authenticity to the campaign. His narration ties together visuals and messaging that highlight the airline’s identity as Scandinavia’s flagship carrier, operated by and for the people who define the region’s progressive spirit.

“Even those who’ve seen it all agree—there’s nothing quite like a Scandinavian airline,” said Johanna Gustafsson, SAS Head of Brand.

Campaign Reach and Creative

Developed in collaboration with creative agency Åkestam Holst, the 360° campaign includes:

• TV and online video

• Digital display and outdoor media

• Broad social media rollout

• Targeted international placements

Though focused on Scandinavian markets, the campaign will also be seen internationally at key moments and across select channels, further strengthening SAS’s global brand presence.

“We carry the responsibility to represent our region and its people with pride,” added Gustafsson. “This campaign is about the connection between who we are and how we fly.”