Every year the Commercial TV Market in Norway has their own award night, where the best tv commercials compete to get the prestigious award Goldfish!
“Farmers in Town” (or “Bønder i by’n” in Norwegian) is a commercial for the Farmers National Store in Norway, Felleskjøpet (FK). There are lots of John Deere tractors in the movie, in fact, as many as 70!
The aim of the film is to make the public purchase and FK’s expertise known in the consumer market, while creating pride among their members and staff. It is produced by Try Agency, and won with 48% of the votes.
See the award winning TV commercial here:
Here is the motivation: “An entertaining film that shows farmers just as they are; pros on horticulture. Almost impossible to avoid being infected with charm and whimsical humor that suits the film’s many protagonists. Of course, no one can more about chainsaws and mowing than those who work in agriculture. Products in focus without it becoming tiresome selling makes the whole thing even better. ”
From airline to farmers
Last year, the Norwegian airline, Wideroe, won Goldfish 2012. The commercial was named “Widerøe – All over Norway. All the time.” It was produced by by McCann Oslo, produced by director Marius Holst. The song is Youth, by the band Daughter.
The goldfish is an audience award for commercials shown on the commercial TV channels in Norway. “Farmers in the city,” won the month award and was nominated for goldfish in March last year.