A teenage boy is standing in front of the mirror in a family bathroom. He is coughing and clearly not feeling well. From another room you can hear his mother calling: ‘I think you should stay at home today’. He slams the doors whilst yelling back: ‘No mum, I’m feeling fine!’.

He opens the mirrored cupboard above the sink and takes out his toothbrush. As he shuts the door, a man in a suit appears behind him in the mirror. It is the director of the Danish Health Authorities. He gives the boy the evil eye. The boy turns around, but there is no one behind him.

The boy looks shocked and says: ‘I think it is best I stay home today’.

A text comes on the screen as the he speaks: ‘I-think-it-is-best-I-stay-home-today-Authorities'.

The text changes to ‘the Danish Health Authorities’.

This campaign was very specifically designed for the Danish market through the use of the main character – the director of Danish Health Authorities, Søren Brostrøm. He was at the time possibly the most famous person in Denmark, and a surprising main character for a campaign like this.