CommercialsPop PromosShort Films    UKInternational
Mindler
'Being Human is OK'
6 May 2022 90s
Screen savers.
by Andrew MacGregor

According to Sweden’s public health agency, Folkhälsomyndigheten, anxiety in adults increased from 31% in 2011 to 42% in 2021. This means online therapy providers like Mindler have a job on their hands.

Their response is a pensive 90" ad that covers just some of the issues affecting modern Swedes, including low self-esteem, agoraphobia, and depression.

A rain-soaked man veers towards cliché, but the ad soon finds its footing. For example, the camera finds a woman lost in a club night reverie. Most would assume she’s having the time of her life, but dancing is just a temporary distraction from her self-hatred. Strobe lights can only penetrate the darkness so much.

Keen for people like her to reach out, the brand say it's OK to be human, and that mental health issues needn't dominate lives that have so much more to offer. Though some may be weary of screen time after the last two years, remote therapy may provide some much-needed answers.

Product Category: Health Services

Territory: Sweden



New Land
Director: Joanna Nordahl
Producer: Mia Tidlund
EP: Sophie Tamm Christensen
DOP: Paul Özgür
Editor: Andreas Arvidsson

  Mindler - 'Being Human is OK'


Mindler
'Being Human is OK'
6 May 2022 90s

Screen savers.

According to Sweden’s public health agency, Folkhälsomyndigheten, anxiety in adults increased from 31% in 2011 to 42% in 2021. This means online therapy providers like Mindler have a job on their hands.

Their response is a pensive 90" ad that covers just some of the issues affecting modern Swedes, including low self-esteem, agoraphobia, and depression.

A rain-soaked man veers towards cliché, but the ad soon finds its footing. For example, the camera finds a woman lost in a club night reverie. Most would assume she’s having the time of her life, but dancing is just a temporary distraction from her self-hatred. Strobe lights can only penetrate the darkness so much.

Keen for people like her to reach out, the brand say it's OK to be human, and that mental health issues needn't dominate lives that have so much more to offer. Though some may be weary of screen time after the last two years, remote therapy may provide some much-needed answers.

Product Category: Health Services

Territory: Sweden



New Land
Director: Joanna Nordahl
Producer: Mia Tidlund
EP: Sophie Tamm Christensen
DOP: Paul Özgür
Editor: Andreas Arvidsson

Mindler 6 May 2022
'Being Human is OK' 90s

Screen savers.

by Andrew MacGregor

According to Sweden’s public health agency, Folkhälsomyndigheten, anxiety in adults increased from 31% in 2011 to 42% in 2021. This means online therapy providers like Mindler have a job on their hands.

Their response is a pensive 90" ad that covers just some of the issues affecting modern Swedes, including low self-esteem, agoraphobia, and depression.

A rain-soaked man veers towards cliché, but the ad soon finds its footing. For example, the camera finds a woman lost in a club night reverie. Most would assume she’s having the time of her life, but dancing is just a temporary distraction from her self-hatred. Strobe lights can only penetrate the darkness so much.

Keen for people like her to reach out, the brand say it's OK to be human, and that mental health issues needn't dominate lives that have so much more to offer. Though some may be weary of screen time after the last two years, remote therapy may provide some much-needed answers.

Product Category: Health Services

Territory: Sweden



New Land
Director: Joanna Nordahl
Producer: Mia Tidlund
EP: Sophie Tamm Christensen
DOP: Paul Özgür
Editor: Andreas Arvidsson