We open on an idyllic Swedish forest with a Swedish sauna in the background. Our spokesperson mentions that Swedish Fish are a delicious fish shaped candy. He asks if we know what else is fish shaped? He then informs you, “It’s Sweden.” He takes a large Swedish Fish and compares its shape to the country of Sweden on a map next to him. The two look vaguely similar in shape but not really. He continues, “Obviously.” We see a large bag of Swedish Fish and our tagline. Next to we see our spokesperson walking across screen with some Swedish people while standing on some wooden planks that may or may not be Swedish. He reads the tagline, “Swedish Fish. They’re Swedish-ish.”