This Swedish ad starts off as you would expect any whiskey commercial to start. Taman, the name of the liquor in the ad is not a real brand. Where a normal liquor ad would stop, the PSA begins. The PSA states facts about alcoholism in Sweden. The ad seeks to change minds by showing the violence that can result from drinking too much. The hope it that people will drink more responsibly if they are aware of the negative consequences of alcoholism and binge drinking.