I just spotted the most recent Fritidsresor ad on telly - the one with Mads Mikkelsen. Apart from being a beautiful ad it also carries a strong emotional message built around the Fritidsresor brand promise of 'creating more days to remember'. Of course we should all want more great days to remember. Many of us are but too aware that time flies and our individual lifetimes are just tiny little dots on the lifetime of planet earth. And just as autumn comes and Swedes are back behind our desks with memories of a lovely summer holiday behind us, the Fritidsresor message becomes even stronger. I want to book a trip now!