“Whether you are handling the means of artistic expression in the service of sales or totally independently, the activities have consequences. The works that are created are an expression of a valuation of life. These expressions are a part of the material with which people create their image of the world.”

Roy Andersson, The Roy Gala, October 2009

Roy Andersson made his first advertising film for Mum as early as 1969. Since then he has directed more than 300 advertising films throughout the world, several of them award-winning. Some examples: Gevalia & Trygg Hansa (1970’s); Fazer, Estrella & Lotto (1980’s); Arla, Air France & Citroen (1990’s); Posten, Felix & Aftonbladet (2000’s).