”We all appreciate the value of simplicity” is the campaign slogan for the norwegian low price grocery store REMA 1000.

In a collage consisting of worst case travel scenarios, we follow a young couple on vacation. With a smile, the commercial dramatizes the unacceptably high price we often pay for a standard vacation. And far too often the quality does not live up to our expectations. Maybe it is time to rethink what quality really is.