We open on a lake in Sweden where a Swedish festival is taking place. There is a group of local Swedes dance around a traditional Swedish maypole while singing a Swedish song. Our spokesperson holds a Swedish Fish and points out, “Swedish Fish are a candy with a distinct chew.” He walks up to a Swedish man who is eating a handful of Swedish Fish. Our spokesperson says, “that’s why the Swedish language sounds like you’re eating a distinctly chewy candy while being slapped on the bottom with a birch twig.” He slaps the Swedish man on the butt with a birch twig. The man cries out, “min rumpen” which is kind of Swedish but not really. Our spokesperson points at the man and repeats “Min rumpen. Swedish!” as if that was proof. We see a bag of Swedish Fish and our spokesperson reads our tagline, “Swedish Fish. They’re Swedish-ish.”