‘We don’t always march straight’: Swedish Armed Forces’ EuroPride ad campaign is raising a few questions
An ad from the Swedish Armed Forces from EuroPride 2018 started making the rounds this week with this proud anti-fascist message attached:
“We don’t always march straight” certainly struck fear into all of the anti-LGBT fascists in Sweden. Volt, the ad agency that designed the campaign, described it this way:
Usually when The Swedish Armed Forces put paint on their faces it is to camouflage themselves.
During EuroPride 2018 they wanted to do the opposite — they wanted to be seen. They wanted to make a statement with the potential to echo across Europe to show that they stand up for the values they’re tasked with defending, and the equal worth of all people regardless of their sexual orientation, gender identity, or gender expression.
Um, OK. That doesn’t bother us, but it does raise some questions, including some about fascists — real ones.
This is a new policy because back in the 40’s….. not so much.
— EducatëdHillbilly™ (@RobProvince) August 29, 2019
would’ve been a neat and powerful message back when the swedish armed forces sat out WWII. https://t.co/UiR6Dz2b3I
— T. Becket Adams (@BecketAdams) August 29, 2019
If there’s any military force the world is afraid of it’s definitely <checks notes> Sweden.
The Swedes helped the Nazis in WW2 by selling them supplies but you do you. https://t.co/Hj0l48Ezpg
— The Dank Knight 🦇 (@capeandcowell) August 29, 2019
Ever heard of a little something called World War Two?#idiot
— J.G. Petruna (@jgpetruna) August 29, 2019
That would be the Swedish Armed Forces that allied with Hitler by making sure he had exclusive access to their Steel for the duration of the Holocaust?
— FaceCriminal (@DANEgerus) August 29, 2019
Didn't the Swedes send volunteers to the Nazis and traded Iron ore with the Third Reich up until the very end of the war?
— Ioannes Spanarios (@IonnusPaulus) August 26, 2019
Can you tell us where Sweden was during WWII while we were fighting literal fascism? https://t.co/ZfPdaMcoIh
— Caleb Hull (@CalebJHull) August 29, 2019
Swedish Army chose to not to fight the real fascists and Nazis in the World War 2. It gave a walkover to Wehrmacht. https://t.co/GP8BIh900i
— Khan хан (@TheKunwarKhan) August 28, 2019
Except when it actually mattered… https://t.co/WbRDRM0n5J
— Claire Voltaire (@Claire_Voltaire) August 29, 2019
Meanwhile queer refugees are being denied asylum and deported back to a sure death but hey, cute posters https://t.co/mMSxnIc0nR
— sii soco (@ikramianism) August 28, 2019
Gay fascists exist, FYI. https://t.co/taX8VpyUuP
— Ian Miles Cheong (@stillgray) August 28, 2019
gay imperialism is still imperialism https://t.co/58SK1HDcH8
— binary hating bat (@freefrombinary) August 28, 2019
imperialists👏🏼 but 👏🏼 make 👏🏼 them 👏🏼 diverse 👏🏼 https://t.co/U4CNqetMhL
— p🌚 (@sxcialism_) August 27, 2019
That Sweden took part in the NATO bombing of Libya doesn't matter since the persons who dropped the bombs were gay. https://t.co/nNmh67xSQ3
— ultra-vänsteristisk högeravvikelse (@althusserina) August 27, 2019
But they did make themselves easier to spot in the forest https://t.co/znjLVftZjk
— Jim Hanson (@Uncle_Jimbo) August 28, 2019
Pandering from people who have not gone to war to defend anything or any idea in a century and a half.
You'll recall they treated the fascists as "good customers" instead of telling them off.
— ¡No Pasarán! (@nopasa) August 28, 2019
So even the LBGT community is upset because the pride flag is being coopted by the armed forces. Good ad otherwise, though; we’re sure Sweden feels safe from an invasion of homophobes.