
Commercials in today’s day and age do more than simply tell you to buy their product; they entice you through a moving story and powerful message. By looking at the magic trick and the environment in this commercial, we can see a predictable and reliable airline with flights all over Norway, which can offer you a comfortable trip in magic and peaceful circumstances. Most people do not see that, and this is important because this is a small airline specializing in flights in Norway with the greatest focus on rural and out of the way places. 

The commercial is based on a "magic trick" that the grandfather amazes his grandson by performing. To do this trick, he rubs his hands together and puts them to his mouth to pretend to blow out an airplane. When he carries out this trick, his grandson is astonished. The grandson is convinced that this is magic, but is it really that? Through the words and behavior of the little boy, it can be understood that this is not the first time his grandfather has done this trick.. "One more time, just one more time" is met by the same amount of denials. Suddenly he changes his mind and performs the trick  “one last time.” Another plane is blown out of his mouth through is palms. He does not change his mind, but the fact that he had to wait a few more seconds, is explained by the flight departures. He has to wait for the plane to be in the air before he can perform his trick. Therefore, the flight schedule explains the waiting.

The use of characteristics is important to understand the meaning behind the advertisement. The grandfather is an experienced old man, who appears to have experienced life, and they chose this character because children always trust their grandfather’s antics. …In this film, he is a role model for the young boy who admires him with big round eyes. They had to choose a person young enough to be naive, but also old enough to act on his desires.  The choice of characters, tells the viewers that one is never too old for some magic, figuratively shall this refer to that one is never too old or young to experience Norwegian magic with Wideroe

This takes us to the question of how his grandfather performs the trick. Aforementioned, and can see from the promo, the grandfather refuses to do the trick one more time. He suddenly changes his mind, and when you see what the advertisement is preaching, it dawns on us that he was forced to wait for the right moment. The grandfather is dependent on a flight taking off near him. For that is what actually happens, a plane flying by. 

How does the grandfather know that a plane will fly past at that specific time? Perhaps he hears the sound? No, you cannot hear a sound caused by a plane in the commercial itself. The reason why he can is the message behind this advertisement. The airline is punctual so that one can know when a plane departs, arrives, or in this case, flying past the farm. They show their reliability through the grandpa’s magic trick. He knows when to do the trick, and when not to, because he knows their schedule, and knows that their flights are on time all the time.

In addition to the airline’s reliability, the commercial shows us that the airline has very frequent departures. We need to understand the basis of the boy begging to see the trick again. At the beginning of the video, you can notice that his grandfather has just done the trick, because the little boy asks him to repeat his previous actions. At the end of the promo, we hear that the grandson wants another repeat of the trick, although he had just experienced it. It is thus not a long time between each instance the trick “must” be performed and when he is actually performing it.  The airline is showing us that they have numerous flights through the commercial.

By paying closer attention to the more visual aspects in the video, the reader can see that the airline has chosen to shoot the commercial on a farm, which we can tell from the pictures, is located far away from the beaten track, and along one of the many fjords in Norway. This exemplifies/ shows the viewer an airline that is specialized in domestic flights. They also say that their flights are available throughout Norway, even to the backwoods places of the country. This argument is backed up by Wideroes slogan: “All over Norway. All the time”. 

The setting is a farm, and as we can see from the pictures, the farm is located far away from the beaten track, and along one of the many fjords. First and foremost, it gives the viewer a feeling that the airline’s departures are available throughout Norway, Even to the backwoods places of the country.  

Another important visual tool used to convey their domestic airline message are the scenes and use of color. By paying attention to the surroundings you can glimpse spectacular scenery such as fjords, farms, snow capped mountains, and tractors. These are all things that relate to Norway’s identity. This is nature, and an environment that is typically Norwegian, and they are words that are always mentioned first, when Norwegians are asked what is typically Norwegian. Widerøe sell into the magical and ideal picture of Norway. Magic in both the trick and the atmosphere. They do this to convince the consumers to choose their airline over bigger airlines, when buying domestic flights. By doing this they are trying to show, that they know Norway better than other airlines, which also have ti focus on international success.  

The last part of this commercial creates an establishing shot of Norwegian nature. The picture adorns the TV screen and subliminally depicts the Norwegian flag with the Norwegian colors. Red, white and blue all appear in the background of the shot. It is not something you'll notice first glance, but the subconscious picks it up, and relates it back to Norway, because our flag is the most recognized symbol of our country. When the motto: “All over Norway. All the time” emerges, it becomes easier to connect the colors of our flag. This, in addition to the visual tells us that this is an airline with the greatest focus on departures within Norway’s borders. It also gives us the opportunity to get to areas where major airlines do not fly. This is important because Norway is a beautiful country, and the airline thinks you should spend more money, on exploring your own country, rather than buying expensive international flights. By showing us the most beautiful aspects about the country, they hope to convince us to visit the rural, but exotic places in Norway, rather than a foreign country. The fine weather and the peaceful surroundings in the advertisement also allude to the comfort someone will experience when flying with Widerøe.

The song “Youth” by “Daughter”, which in this case reflects the relationship between grandfather and grandson, further demonstrates the peaceful atmosphere one will experience if one choose Widerøe. The video portrays a magical moment in the boy's childhood that he's probably going to remember for the rest of his life. And in the same way, the grandfather shows that he still has a childish sense of humor and still has some youth in his soul.  The song is also used to set and enhance the mood. It does that perfectly by building the short film towards its climax. It promotes dramaturgy, as they like to call it in technical terms.

Some of the best companies in the world, no longer just use words to sell their product,. They do it through more complicated commercials. As you can see in this video they do it by using several visual effects, such as pictures, conversations, music and slogans. They just don’t sell their product anymore, but also convey a message. In this commercial the magic trick has such a strong effect on the purpose of the advert, because the trick tells the viewer a story about a reliable and predictable product, while the setting backs up the values of the company.
