The Finnish man is known to be speechless, uncommunicative and introvert. This is a common belief in Finland. FINNISH NATIONAL BETTING wanted to show this is not true, especially when it comes to sports. When talking about sports, Finnish man shows more feelings than ever when talking to his wife. We decided to verify this by making documentary tv commercials. We invited 127 ordinary Finnish men for casting and said, that we make screen tests with them. We shot them for 3 days, about 10-20 minutes each. From the material we got altogether 37 commercials, of which we broadcasted 21 on tv.

First we asked them very emotional questions, such as "What does love mean to you" and "How would you define a beautiful soul". When answering these kind of questions, they showed with their body language, that this is very uncomfortable for them.

Finally – after they have "suffered" enough - we asked them about sports; for example their favourite team. And when answering this, their body language and speaking really showed, that now they are in their own league.After the shoot we lead them out through a different door and told them that this is it, the commercial. Sign the contract, if we can use his material. Only one refused.We didn’t add anything in the films; no music, sound nor any visual material – just pure dogma style.

The campaign was the most liked Finnish marketing campaign of the gambling games ever. The Finnish men thought that "That shows just the way we are", and the Finnish women thought that "That shows just the way you are".

These commercials won the highest prizes in Finnish tv advertising competitions, for example gold in "The Top of the Year".