Oslo, the capital of Norway, is a city that wears its age of about 1,000 years with a unique charm. Nestled in a dramatic Norwegian landscape featuring steep forested hills and a picturesque fjord, Oslo is a city that balances natural beauty with urban sophistication. Despite its stunning location and rich history, Oslo’s latest tourism campaign takes an unconventional approach to attract visitors.

The new tourism advert features a thirtysomething Oslo resident named Halfdan, who embodies a dry, understated humor that might seem off-putting at first. "I wouldn’t come here, to be honest," he says in the ad. "I mean, is it even a city?" This remark sets the tone for the entire campaign, which playfully mischaracterizes Oslo’s many attractions as drawbacks.

Halfdan’s humorous critique highlights some of Oslo’s unique features in a way that makes you appreciate them even more. He describes Oslo as too village-like, where you might bump into the prime minister or the king around the corner. The absence of proper crowds at museums and galleries, and the lack of queues at restaurants, are presented as negatives. “Everything is just so available,” he says disdainfully. “I think a city should feel a little hard to get.”

This approach is resonating with audiences, as evidenced by the advert’s viral success. It has racked up 2 million views on X/Twitter in just two days, sparking curiosity and interest in Oslo. The campaign subtly underscores Oslo’s many attractions, from its serene and accessible cultural sites to its picturesque setting, without the overwhelming hustle and bustle of other major tourist destinations.

Oslo was named one of the 10 best cities to visit in the world in 2018 and is famously one of Europe’s most livable cities. It boasts the huge Edvard Munch museum, among other cultural treasures. The city’s charm lies in its blend of natural beauty, historical significance, and modern amenities, making it a perfect destination for those looking to explore a place that feels both grand and intimate.

As cities like Venice, Barcelona, and Tokyo grapple with over-tourism, Oslo’s understated allure might just be the perfect antidote. The campaign’s message, “Come to Oslo. Or don’t. Whatever,” reflects a refreshing nonchalance that might just be the perfect pitch for travelers seeking an authentic and laid-back experience.

So, whether you’re drawn by the promise of serene landscapes, rich cultural experiences, or just the chance to visit a city where everything feels pleasantly within reach, Oslo welcomes you with open arms. Just don’t forget to bring a sense of humor—and maybe a bit of extra cash, because while Oslo is charming, it’s also known to be on the pricier side.