The Manchester City striker joins the Scandinavian brand in an audiovisual piece that blends travel, camaraderie and a final wink loaded with irony.
From airport chaos to portraits of its jet-setting audience, Db’s seasonal campaigns have always stood out for breaking away from traditional fashion advertising, embracing storytelling and humour instead. And its 2025 holiday campaign is no exception.
This time, the brand teams up with its long-standing partner, Erling Haaland, the star striker of Manchester City, to address a question that has followed Db for years: what does the brand’s name actually stand for? A doubt repeated by consumers, journalists and even retailers — now finally met with an answer as simple as it is ironic.
As Jonathan Weaver, the brand’s Chief Marketing Officer, explains: “There is a constant desire to find deeper meaning in everything. We’ve played with nicknames, titles and reinterpretations, but ultimately, we always come back to the same conclusion: it matters far less what we are called and far more what we stand for. Db stands for the belief that when we go out into the world, we return as better people.”
The short film takes loose inspiration from National Lampoon’s classic festive film ‘Vacation’, opening with four friends on a road trip. As they load their luggage — from the brand-new Ramverk Alu™ collection — they begin throwing around wild theories about the meaning of Db, from “duffle bags” to “double bicep”.
The mystery is finally resolved when Haaland appears in a surprise cameo. Faced with the eternal question, his answer is as direct as it is disarming: “It’s just Db.” No hidden acronyms, no double meanings — just a statement that reinforces the brand’s identity through simplicity.
The campaign is now live across digital platforms and coincides with the arrival of Db’s latest pieces, available through its official website. A year-end moment that reaffirms the brand’s commitment to emotional storytelling and humour as the backbone of its global communication.
