OH, to be in the middle of the butter melting in the porridge!   Take it as good fish, it’s the cure for grumpiness. No, I haven’t lost my marbles, that’s the message from Norway as Hurtigruten woos new passengers.

The 131-year-old cruise and ferry line has form for inventive ad campaigns, and the latest one is no exception, extolling the “Norwegianess” of its offering by using literal translations of quaint and quirky local lingo.

It’s a playful promotion using local idioms in their original language translated, and then interpreted from literal to actual meaning, with a backdrop of striking scenic imagery.

As an example, “a ta det for god fisk” translates to “take it as good fish”, while to Norwegians, it actually means “to believe something without doubt”.

The campaign also recognises Norwegians’ love of the outdoors and exploring nature, with the saying “ut pе tur, aldri sur” – “out on a trip, never grumpy” – tying in with Hurtigruten’s focus on authentic, local experiences.

And the lead image’s message on this post?

The idiom “å være midt i smørøyet” translates literally as “to be in the middle of the butter melting in the porridge”. It means to be in a very favourable place or location.

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