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Widere “Grandpa's Magic Trick” 2013

Widere “Grandpa's Magic Trick” (2013) is a Widere commercial directed by Marius Holst for McCann, produced by 4 1/2. It won 3 awards, including Cannes Lions 2013 Film Bronze, Eurobest 2012 Bronze Film Travel, Transport & Tourism and Adweek Best Ads of 2012 #3.

A persistent young boy repeatedly asks his grandfather to perform a magic trick, leading to a heartwarming and surprising reveal.

Video: Widerøe on YouTube

Shot by shot

  1. A young boy with light brown hair and a blue sweater looks at the camera with his mouth slightly open in a rural, mountainous landscape.© Widere0:00
  2. A bearded older man in a green jacket and plaid shirt leans against a wooden barn, looking up thoughtfully on a sunny day in a rural setting.© Widere0:03
  3. A young boy with blonde hair and a blue sweater looks at the camera, asking for a magic trick to be repeated in a rural, mountainous setting.© Widere0:06
  4. An older man with a white beard and green jacket closes his eyes, then opens them, looking directly at the camera in a rural setting.© Widere0:09
  5. An elderly man with a white beard drinks from a mug, then looks at the camera and smiles, sitting outside a wooden building in a rural setting.© Widere0:13
  6. A young boy with blonde hair and a blue sweater sits in a grassy field, looking up with a pleading expression, with mountains and a barn in the background.© Widere0:17
  7. An old man with a white beard performs a magic trick with a spoon, then puts it in his pocket, outside a wooden shed in a rural valley.© Widere0:21
  8. A young boy in a blue sweater covers his eyes, then opens them, looking directly at the camera in a scenic outdoor setting with mountains and a lake.© Widere0:23
  9. A young boy with blonde hair and a blue sweater looks directly at the camera in a green field with mountains and a red barn in the background.© Widere0:29
  10. An older man with a white beard and green jacket looks surprised and claps his hands together in front of a wooden barn with mountains in the background.© Widere0:31
  11. A young boy with blonde hair and a blue sweater stands in a green field, looking directly at the camera with a slightly open mouth, with mountains and a red barn in the background.© Widere0:35
  12. An older man with a white beard blows into his hands, then looks up at a plane flying over a mountainous landscape, and smiles.© Widere0:37

Stills © Widere. Made by McCann, 4 1/2 and Marius Holst.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Grandpa's magic trick is a plane flying over the beautiful Norwegian landscape.

Tagline: “All over Norway. All the time.”

child's persistencemagical realismintergenerational bondrural idyllsurprise reveal

The cut

Length
50 s
Shots
15
Average shot
3.3 s

What creatives use Widere “Grandpa's Magic Trick” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Widere “Grandpa's Magic Trick”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A young boy with light brown hair and a blue sweater looks at the camera with his mouth slightly open in a rural, mountainous landscape.© WidereA bearded older man in a green jacket and plaid shirt leans against a wooden barn, looking up thoughtfully on a sunny day in a rural setting.© WidereA young boy with blonde hair and a blue sweater looks at the camera, asking for a magic trick to be repeated in a rural, mountainous setting.© WidereAn older man with a white beard and green jacket closes his eyes, then opens them, looking directly at the camera in a rural setting.© Widere
    Frames from Widere “Grandpa's Magic Trick”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Widere “Grandpa's Magic Trick” in order, with its length, framing and what happens in it.

    A young boy with light brown hair and a blue sweater looks at the camera with his mouth slightly open in a rural, mountainous landscape.© WidereA bearded older man in a green jacket and plaid shirt leans against a wooden barn, looking up thoughtfully on a sunny day in a rural setting.© WidereA young boy with blonde hair and a blue sweater looks at the camera, asking for a magic trick to be repeated in a rural, mountainous setting.© WidereAn older man with a white beard and green jacket closes his eyes, then opens them, looking directly at the camera in a rural setting.© WidereAn elderly man with a white beard drinks from a mug, then looks at the camera and smiles, sitting outside a wooden building in a rural setting.© WidereA young boy with blonde hair and a blue sweater sits in a grassy field, looking up with a pleading expression, with mountains and a barn in the background.© Widere
    Length: 50 s · Shots: 15 · Average shot: 3.3 s

  3. 03Ad ideas: every spot built on a magical realism

    Before you present an idea, you need to know who has done it, and how.

    Widere “Grandpa's Magic Trick” is built on a magical realism. Search the library by idea to see every spot that uses it.

    Squarespace “A Tale as Old as Websites”© SquarespaceBurbery “Burberry "Open Spaces”© BurberyPocari Sweat “Find Your Own Way”© Pocari SweatBurberry “Festive”© Burberry
    Squarespace · Burbery · Pocari Sweat · Burberry

More commercials by Marius Holst

  • Talkmore "Grandma loves mambo" (2017) commercial still© TalkmoreTalkmore “Grandma loves mambo” 2017Dir. Marius Holst · TRYEpica Silver 2017
  • Klp "Thanks for sharing" (2023) commercial still© KlpKlp “Thanks for sharing” 2023Dir. Marius Holst · AnorakEpica Bronze 2023
  • Dnb "My pension" (2015) commercial still© DnbDnb “My pension” 2015Dir. Marius Holst · Try reklamebyrå (Oslo)Epica Bronze 2015

More from McCann

Award-winning travel commercials

  • Royal Jordanian "Fear of Flying" (2018) commercial still© Royal JordanianRoyal Jordanian “Fear of Flying” 2018Dir. Omar Hilal · Memac Ogilvy AdvizeDubai Lynx Grand Prix 2018
  • Inspired by Iceland "Ask Gudmundur – The Human Search Engine" (2016) commercial still© Inspired by IcelandInspired by Iceland “Ask Gudmundur – The Human Search Engine” 2016The Brooklyn BrothersEffie Awards Grand Prix 2016
  • Embassy Suites Hotels "Austin" (2003) commercial still© Embassy Suites HotelsEmbassy Suites Hotels “Austin” 2003TBWA\Chiat\DayEffie Awards Grand Prix 2003
  • Travel Switzerland "THYLACINE - Swiss Sounds" (2026) commercial still© Travel SwitzerlandTravel Switzerland “THYLACINE - Swiss Sounds” 2026ADC Awards Gold 2026
  • DiDi "Yes, I DiDi" (2026) commercial still© DiDiDiDi “Yes, I DiDi” 2026Dir. Jim Hosking · Sunday Gravyshots Awards Gold 2026
  • Visit Sweden "The Swedish Prescription" (2026) commercial still© Visit SwedenVisit Sweden “The Swedish Prescription” 2026PRIME WEBER SHANDWICKClio Awards Gold 2026

Questions

Who directed the Widere “Grandpa's Magic Trick” commercial?

Marius Holst directed it, produced by 4 1/2, for the agency McCann.

Which agency made Widere “Grandpa's Magic Trick”?

McCann created it for Widere (2013).

What awards did Widere “Grandpa's Magic Trick” win?

3 awards, including Cannes Lions 2013 Film Bronze, Eurobest 2012 Bronze Film Travel, Transport & Tourism and Adweek Best Ads of 2012 #3.

What is the tagline of Widere “Grandpa's Magic Trick”?

“All over Norway. All the time.”

Sources for the credits and awards

The WorkThe Workweb.archive.orgweb.archive.org