Norway’s DnB Nor promises to keep confused parents grounded in reality

Parents face constant anxiety about whether they are doing the right thing for their children, and when to say yes vs. when to say no. Arguably, today’s parents are more indulgent than ever, and the inclination is to give in to every desire and demand. Norwegian financial services firm DnB Nor takes this “new normal” to a very abnormal extreme by showing a mom who has granted her teen boy’s fanciful childhood wish to marry his parents so they could stay together forever. The mother explains how they had to move to a rural area outside Norway to get married and are now spending the boy’s savings on his long-ago dream of a rocket ship that will fly to Mars and hand out ice cream. We’re clearly far outside the orbit of sanity.

The surreal spot ends by advising, “Don’t give your children what they want, give them what they need” and pointing viewers to a new savings account for children. DnB Nor’s promise is to help people act more intelligently when it comes to money (a message conveyed with somewhat less offbeat humor in a 2011 ad featuring George Clooney) and more profoundly, there’s an implicit promise to help parents stay grounded in reality, doing what’s really right for their kids.

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