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17 February 2021

Money for Many

by Syd Briscoe

Swedish Lottery: “A Million Millionaires” - 30s

The Swedish Lottery explore the mundanity of millions in this entertaining commercial. The competition apparently awards so many winners with stacks of cash that being rich has lost its exclusive side, clogging the Scandinavian roads and waterways with free-wheeling millionaires looking for kicks. Sure beats a pandemic, doesn't it?

Director Vedran Rupic has done a lovely job of handling the script's gently absurd humour here, with knowing looks exchanged between the newly-moneyed folks vying for space underlining the weirdness of their situation. Rather than inspire sympathy, it makes the audience feel a little better about not numbering among their ranks... yet.

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