Oslo’s most reluctant tourism ambassador has returned, and this time he has a musical number to accompany his complaints. Halfdan, the famously grumpy local who previously advised visitors not to bother travelling to Norway’s capital, is back in a new campaign from Visit Oslo, turning his dislike of the city’s winter attractions into an unusual Christmas musical.
Titled It’s Totally Even a City, the latest film continues the unconventional approach that made the original campaign a viral success in 2024. Rather than relying on traditional tourism advertising, Visit Oslo once again uses humour and reverse psychology, allowing a character who appears determined to discourage visitors to reveal the city’s appeal through his complaints.
Halfdan Returns for a Winter Adventure
Played again by Norwegian actor Bendik Aunan, Halfdan is presented with a new reason to be unhappy: winter in Oslo.
In the film, he complains about bankers commuting on skis, children filling parks with sledges and the general enthusiasm surrounding the colder months. His observations are delivered in rhyme, turning the familiar deadpan character into the reluctant star of a musical production.
However, the city does not allow him to complain in peace. A choir of residents, singing children and a rather unexpected rabbit appear to challenge his negative attitude, responding to his verses with enthusiastic musical performances.
The contrast between Halfdan’s irritation and the surrounding festive atmosphere creates the campaign’s central joke. The activities he describes as inconveniences are precisely the experiences Visit Oslo wants potential visitors to discover.
A Christmas Musical With a Darkly Comic Twist
The new film takes inspiration from traditional television musicals, combining group choreography, catchy songs and a deliberately exaggerated festive atmosphere.
Its humour also moves into unexpected territory. After Halfdan announces that he is quitting and asks to be taken to the airport, he finds himself pursued through a forest by a choir of children carrying candles.
A white rabbit appears in front of a wall of flames, while the increasingly bizarre sequence culminates in a threat to burn Halfdan on a bonfire and eat him. Faced with this unusual display of community spirit, he eventually agrees that he could stay in Oslo for another week.
The surreal Christmas imagery gives the campaign a distinctive identity, mixing festive advertising with elements of dark Scandinavian humour.
The Return of an Award-Winning Campaign
The new film follows Is It Even a City?, Visit Oslo’s 2024 campaign, which introduced Halfdan as a local who could barely understand why anyone would want to visit his home city.
His complaints about Oslo’s quiet streets, easy access to nature and lack of overwhelming crowds unintentionally highlighted the very qualities that make the Norwegian capital attractive to tourists.
The original campaign attracted more than 25 million organic views and received a Silver Lion at the Cannes Lions International Festival of Creativity.
Created by Oslo-based agency NewsLab and directed by August Jorfald, the new production retains the same central character while introducing a different format.
Selling Oslo Beyond the Summer Months
The campaign also addresses a practical challenge for northern destinations: encouraging international visitors to travel during the colder months.
Oslo’s winter offering includes snowy parks, outdoor activities, illuminated streets, saunas and opportunities to experience the surrounding natural landscape. By placing these experiences inside a musical comedy, Visit Oslo aims to present winter as an attraction rather than a reason to stay away.
The full song lyrics are available through Visit Oslo, allowing viewers to follow the musical performance beyond the film itself.
With Halfdan back at the centre of the campaign, the city has found another way to turn an unlikely character into a memorable tourism ambassador. He may still insist that Oslo is not worth visiting, but his latest performance makes a rather convincing argument to the contrary.
