When an advertisement becomes an emotion
There are certain advertisements that really have that little something extra.
They stand out for their music, their emotion, their message, or simply by the beauty of their execution.
The advertisement “Grandpa’s Magic Trick” from the airline Widerøe, released in September 2012, is undeniably one of those masterpieces.
This Norwegian spot, originally aired to promote the airline's domestic flights, quickly became a global success. Behind its apparent simplicity lies a masterclass in storytelling and emotional marketing.
A magic trick between a grandfather and his grandson
The advertisement opens with a young boy, fascinated, staring at the camera.
Beside him, his grandfather, leaning against a wooden barrier, looks tired but amused.
The boy begs him to do his magic trick “one more time”.
And suddenly, with a mischievous gesture, the old man makes an airplane appear – out of his mouth!
A small aircraft then crosses the Norwegian sky, flying over a grand landscape: fjords, mountains and red cottages.
The boy, amazed, asks for one last time, as the slogan appears:
“All over Norway. All the time.”
In a few seconds,everything is said.
The family bond, the magic of transmission, the beauty of the Norwegian territory and the promise of the brand: Widerøe connects the whole country, all the time.
Norway, a vast country to connect
To understand the strength of this advertisement, one must grasp the reality of the Norwegian territory.
Norway covers over 385,000 km², but its population is concentrated at 86% around Oslo, the capital.
From north to south, there are about 1,750 km, which is equivalent to a journey Dunkirk–Marbella !
The country is dotted with 320,000 islands and islets, and has 98 airports for only 5.5 million inhabitants.
In other words: in Norway, the plane is a vital link.
And that’s where Widerøe comes in.
Widerøe: the airline of everyday Norwegian life
Founded in 1934,Widerøe is the largest regional airline in Norway.
It serves 49 destinationsand provides over 450 flights per day, often to areas that are isolated or rural.
Its role goes beyond that of a simple carrier: Widerøe is the invisible thread that connects families, communities and landscapes in Norway.
Unlike a low-cost airline like Ryanair or Norwegian, Widerøe operates on a basis of closeness and public service.
And that is exactly what the advertisement seeks to convey: it connects emotions as much as territories.
Connecting people, not just cities
The advertisement does not seek to sell a plane ticket.
It seeks to make people feel what Widerøe represents for Norwegians.
The brand does not focus on price or speed, but on human connection.
The spot is based on a double message :
Rationally, Widerøe serves the whole country, even remote regions.
Emotionally, the brand brings generations and hearts closer.
The child and the grandfather become the symbol of an intergenerational connection, but also of a unified territory thanks to the company.
This is no longer an advertisement for taking a flight.
It is an advertisement about being together, even from a distance.
A poetic and universal execution
What makes this advertisement unforgettable is itsemotional minimalism.
No voiceover, no superfluous dialogue.
Just soft music, knowing glances, and the Norwegian nature in the background.
The direction highlights the contrast between the simplicity of rural life and the modernity of air travel, showing that even in the most remote corners, Widerøe is present.
The “magic trick” then becomes a metaphor for travel :
Behind every plane that takes off, there is a connection, an emotion, a story.
A brand advertisement, not a product
In a world where air advertisements often boast about comfort or price, Widerøe chooses a different path.
That of emotional branding.
Here, no displayed fares, no highlighted destination, no call-to-action.
Just a clear brand image :
Widerøe, the airline for all Norwegians, close, human, authentic.
This approach places the brand in line with iconic campaigns such as those of Air France (“France is in the Air”) or Thai Airways (“Smooth as Silk”), where the goal is not to sell a ticket, but to build a collective imagination.
An award-winning advertisement
The success of “Grandpa’s Magic Trick” did not stop at the Norwegian borders.
It has won numerous prestigious awards:
Cannes Lions
Eurobest
Epica Awards
Ad Stars
And it has been ranked among the best advertisements of the year byAdWeek
An article from the media Kampanje even titled“YouTube-hit sender Widerøe til finalen” (“The YouTube hit sends Widerøe to the final”), highlighting the scale of the viral phenomenon.
The universal emotion of the advertisement has captivated audiences around the world, proving that the language of tenderness and magic is universal..
A case study in emotional storytelling.
This advertisement is now considered acase study in emotional marketing..
It succeeds in:
Creating a simple yet universal story (grandfather and grandson).
Associating the brand with human values (family, closeness, sincerity).
Showing the service without stating it (the plane, discreet yet omnipresent).
Connecting rationality and emotion, the heart of all effective communication.
The viewer does not remember the company name for its awards, but for what it makes them feel..
This is the strength of good storytelling: to make the brand a symbol, not just a logo.
Widerøe, the magic of simplicity
“Grandpa’s Magic Trick is much more than an airline advertisement.
It is a lesson in simplicity, sincerity, and emotion.
Widerøe does not talk about planes, destinations, or prices.
It talks about human connection, about transmission and about everyday magic.
And in a world saturated with commercial messages, this gentle and poetic approach remains profoundly impactful.
The brand has managed to transform a simple domestic flight into a universal emotional journey, proving that advertising can also be an act of art and love.
An airplane, a grandfather, a child… and the magic happens.