SAS Launches New Brand Campaign Featuring Swedish Actor Joel Kinnaman

SAS has today announced a new brand campaign, ‘We’re proud to serve the toughest crowd,’ which builds on the airline’s ‘We Are Scandinavia’ communication concept.  The new marketing campaign features Swedish Actor Joel Kinnaman. 

SAS' New Brand Campaign Features Swedish Actor Joel Kinnaman - Courtesy SAS/Cision

On Monday (October 27, 2025), SAS announced the launch of a new brand campaign titled ‘We’re proud to serve the toughest crowd.’  Building on the airline’s ‘We Are Scandinavia’ communication concept, the new marketing campaign featuring Swedish actor Joel Kinnaman. The campaign aims to strengthen SAS’ premium positioning, while highlighting what truly makes the airline unique, their Scandinavian identity.  This includes attributes such as innovation, forward-thinking, and naturally high expectations of quality and experience.  With this as a foundation, SAS tells the story of an airline that reflects those same values, meeting the standards of Scandinavians themselves. 

In Monday’s announcement, SAS’ Vice President of Marketing, Helene Abel Hansen, said,

“Scandinavians are known for setting the bar high, in design, innovation, and everyday life.  We hold high expectations for ourselves and everything we do.  This campaign celebrates that mindset and positions SAS as the natural choice for those who expect more.”

Also commenting on the new campaign, SAS’ Head of Brand, Johanna Gustafsson, said,

“As the airline of Scandinavia, we carry responsibility to represent our region and its people with pride.  It’s in our DNA to meet the world’s highest expectations.  We’re proud to reflect Scandinavia´s values to the world, from how we communicate to how we care for our travelers. This campaign is about the connection between who we are and how we fly.  Using a world-famous Scandinavian actor underscores our message, even those who’ve seen it all agree.  There’s nothing quite like a Scandinavian airline.” 

SAS’ New ‘We’re proud to serve the toughest crowd,’ Builds on the Airline’s ‘We Are Scandinavia’ Communication Concept – Courtesy SAS/Cision

In the new brand campaign, Swedish actor Joel Kinnaman narrates the story of the film-based creatives. With an international career spanning major roles in both Hollywood and Swedish productions, Kinnaman embodies the region’s spirit and authenticity at the heart of SAS’ identity.  Internationally, the campaign highlights SAS as Scandinavia’s only airline, emphasizing that SAS is run by the same remarkable people who define the region’s progressive spirit. 

SAS’ New ‘We’re proud to serve the toughest crowd’ Brand Campaign – Courtesy SAS/Cision

Developed jointly by SAS’ and the agency Åkestam Holst, the campaign will primarily run in Scandinavia but will also appear internationally at certain times and across selected channels starting October 27, 2025.  The 360° multi-channel campaign includes TV, online video, digital display, outdoor, and social media advertising. 

Founded in 1946, SAS is the leading airline in Scandinavia, with main hubs in Copenhagen, Oslo and Stockholm, and flying to 135 destinations across Europe, the U.S. and Asia.  Each year, SAS serves over 25 million passengers and transports 60,000 tons of cargo, all facilitated by a passionate team of more than 10,000 colleagues.  The company aims to be a driving force in sustainable aviation and in the transition towards net zero emissions by 2050.  SAS also offers ground handling services, technical maintenance and air cargo services.  SAS officially joined the global SkyTeam airline alliance in September 2024, and together with their partner airlines offers a wide network worldwide.  On July 4, 2025, the Air France-KLM Group announced their intention to take a majority ownership stake in SAS, further expanding one of Europe’s leading aviation groups.

Source: SAS/Cision