You might not laugh out loud because Try’s commercial for Norwegian mobile payment app, Vipps, riffs off Forest Gump – especially if you’re in public. You might even miss the Tom Cruise reference. But you will feel the angst of forgetting your wallet. You will feel it very deeply. And you will remember the surprise ending. It’s one of the best in advertising for a very long time. The film was directed by Morten Borgestad. Is that appraisal correct? Watch:

The campaign lets Norwegians know that Vipps now offers contactless payment on a mobile phone, launching the world’s first alternative for iPhone users in Norway. The service is simple. Norwegians can forget their wallets

“This is a big moment for us — taking on one of the biggest names in tech whilst staying true to what we do best: making things really, really simple,” stated Lars Istre, marketing director at Vipps. “This campaign aims to remind Norwegians just how easy life gets when you can use your phone for all payments.”

More than 100 000 Norwegians activated the service during the first half-day, and the growth has continued throughout its first week with more than 10% of all eligible Norwegians already onboard. “This isn’t just about launching a service—it’s about showing that a Norwegian company can take on the world’s biggest players and still keep things fun and simple,” Istre concluded.

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