A new advertisement from Denmark’s state broadcaster is drawing attention for its messaging about genetics and diversity, reigniting discussion about political themes in Western advertising.
The commercial, which promotes a science program titled “Evolution,” features an on-screen “expert” interrupting a white Danish couple as they flirt.
The expert explains that Denmark’s history of war introduced foreign DNA into the national gene pool, which he says “protected them from disease.”
He then compares their relationship to inbreeding because they are both white and suggests they seek partners with more “exotic” genetics.
The woman then smiles as if intrigued by the idea.
The series first aired in 2020 but is now being re-released with the same “inbreeding” advertisements in 2025.
The tone of the new campaign stands in sharp contrast to the nation’s 2014 “Do It For Denmark” ads.
The ad campaign encouraged Danish couples to have more children to address the country’s declining birth rate.
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Broader Trends in Advertising Representation
Observers have noted that the ad follows a broader trend of political or social themes in Western marketing, with campaigns often promoting messages around “diversity” and “inclusion.”
Data from the UK’s Channel 4 “Mirror” study found that while the UK population is approximately 83% white, black citizens, who make up about 4% of the population, appear in more than half of national television commercials.
Commentators have argued that this reflects a push for greater representation, though critics say it may not reflect demographic realities.
Advertising in both Europe and the United States has increasingly featured interracial couples, who make up roughly 10% of all marriages, according to U.S. and European data.
Social Media and Political Reactions
Public responses to these trends have varied.
Some argue that increased diversity in advertising reflects social progress, while others see it as an overcorrection or a politically motivated effort.
In the United States, controversy erupted earlier this year when American Eagle aired a jeans commercial featuring actress Sydney Sweeney, in which she discussed her “good genes.”
Some online commentators accused the brand and Sweeney of promoting “Nazi propaganda,” calling the language offensive.
The incident drew widespread attention to how advertising narratives, once focused primarily on consumer products, have become touchpoints in broader cultural and political debates.
Advertising as Social Messaging
Industry analysts note that advertising has long mirrored cultural priorities and public discourse.
While it remains a vehicle for selling goods and services, it increasingly serves as a platform for social commentary, reflecting evolving norms, values, and political perspectives.
The Danish advertisement and its reception illustrate how marketing campaigns can provoke debate over national identity, representation, and the role of ideology in commercial media.
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