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A Swedish Insurance Company Have Spoofed the KLF and Made the Best Advert Ever

Find out what happens when a Swedish insurance firm take on an all time house classic.

by Josh Baines
07 July 2015, 12:30pm

Money, eh? It's a weird one isn't it, that we, as a civilisation, have decided that the best way to deal with literally everything in the world is through a series of symbolic transactions that require us to be in possession of a bit of paper, or a circle of metal, that has some nominal value. That's weird, right? Do you know what else is weird? A leading Swedish insurance firm using a KLF track to hawk pensions and the like. That's weird, right?

AMF, a "limited liability life insurance company that is owned equally by the Swedish Trade Union Confederation (LO) and the Confederation of Swedish Enterprise," has decided that the British prankster's timeless, seminal, never-not-incredible "3 a.m. Eternal" is the perfect way to get us thinking about the financial repercussions of getting old.

As you can see by checking the video above with the one below, those craft Swedes have pulled off what's basically a shot-for-shot remake of the original but ever so cleverly changed the 'K' and 'L' of KLF for an 'A' and an 'M'. This radical reworking probably cost the bank an exorbitant amount in advertising fees. But you know what's weird? It works. As a kind of maximal, hyperbolic, unabashed paean to the mores of capitalism it's a stunning work of genius. As an advert, it's genuinely re-watchable. Forget the saccharine whiles of John Lewis or those fucking meerkats — this is the real deal.

I don't know about you, but I'm moving to Sweden and sorting my pension out ASAP.

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