African Dance and Hip-Hop in Falu Rödfärg's Version of Swedish Midsummer

A couple of years ago, Falu Rödfärg, one of Sweden’s most classic and culturally charged brands, launched an advertising campaign that went unnoticed by most but is now gaining attention on social media.

On May 1, 2024, Falu Rödfärg released the video entitled “Long Live Sweden.” Despite the fact that many companies have long abandoned the most excessive forms of political correctness in their communications—having proven anything but successful—this is exactly what Falu Rödfärg is now pushing hard for.

The video, claimed to be a “tribute to Sweden,” is actually two years old but is circulating again ahead of midsummer. How Swedish the video truly is may be questioned, as it is characterized by anything but Swedes and for example features dancing in African folk dress. The orgy of political correctness is moreover set to the iconic Swedish tune Visa från Utanmyra.

“Since the start of industrial production in 1764, Falu Rödfärg has, of course, experienced both good times and bad, but we have lived through Sweden’s development and always managed to stay modern—and that is something we want to continue. With our film, we want to send a warm reminder of what a fantastic country we live in, but also show how Sweden—just like Falu Rödfärg—is enriched and propelled forward by people, traditions, dreams, and stories,” said Martin Jansson, CEO of Falu Rödfärg, in a 2024 press release.

260-Year Anniversary

The commercial was shown for the first time on April 30, 2024 during the Walpurgis Night celebration at the mine area in Falun, marking Falu Rödfärg’s 260th anniversary.

“The film ended up being long, but it was necessary to do justice to both the song and the story we want to tell—and our story is, as you know, a long one! Dance is wonderful; it knows no bounds and speaks directly to our emotions, just like the red paint when the context is right, making for a very powerful combination. Our ambition was to create something that depicts the memories and stories being created in Sweden today and to make us dream and long a bit—perhaps for a Faluröd cottage. We’ll see if we’ve succeeded.”

Falu Rödfärg is a traditional Swedish ‘slam’ paint dating back to the 16th century, produced from red ochre—a pigment rich in iron oxide that forms as a byproduct of the Falun copper mine. The paint was originally used to imitate brick and quickly became common on farms, outbuildings, and later residential houses across the country. Industrial production was formalized in the 18th century and has since been closely linked to Falun’s mining history.

The paint’s characteristic matte red tone comes from iron oxide that is burned and mixed with water, linseed oil, and flour, giving a durable and breathable finish that protects wood while allowing it to ‘breathe’. It is particularly suitable for rough-sawn timber and has become the standard for Swedish wooden houses in both rural and heritage settings. Its functional properties—easy maintenance, eco-friendliness, and long lifespan—have contributed to its lasting popularity.

Over time, Falu Rödfärg has become a strong symbol of Swedish culture and identity, often associated with “the red cottage with white trim.” It is used in art, literature, and marketing as a visual representation of the Swedish landscape and traditional dwellings. Today, the Falu Rödfärg brand is protected and is regarded as one of Sweden’s most classic and culturally significant trademarks.