Åhléns just released a short film showing a father reading Pippi Longstocking to his daughter, as she falls asleep on his shoulder.

The tagline just says "have it nice", which isn't as awkwardly phrased as it sounds when said in Swedish, but used to be a phrase people said to each as they parted ways, so it feels oddly enough like a "goodbye" tagline.

I think the creators intended that people should literally "have it nice", at home, with friends, in the evenings, but as always when you try to inject new meaning into an established phrase, it only works half of the time.

That is not why there's a social media backlash, however. As Åhléns released the film first on their own facebook page, people discovered that the father reads in Dari, a Persian variant spoken in Afghanistan, and they question why a Swedish ad from a Swedish company targeting Swedish consumers isn't in Swedish. It's a good question.