Even if you do not watch It’s Always Sunny in Philadelphia you have to admit that the promotional campaign for their penultimate season was one of the best out there.
The show issued various artsy black & white teaser trailers which were both informative; conveying the fact the show moved to FX’s sister channel FXX, and hilarious.
Borrowing the iconography of Swedish cinema, and infusing it with surrealism the show managed to create comedic masterpieces. This may very well be the secret of the show; it surprises the viewer by pushing the line. It’s Always Sunny In Philadelphia is not for everyone; some may be offended, some may be grossed out, but personally I find myself laughing at things because they are so unexpected. In these Ingmar Bergman style trailers for example i loved how they used the chess-scene from The Seventh Seal and had Death send text messages, or DeVito proclaiming in perfect Swedish that he does not speak Swedish.
I believe a reason that Rob McElhenney chose to promote
the show in such a manner could lie in the fact that the Swedish language sounds so poignant, it evokes the right amount of sorrow and significance, while at the same time having no impact at all. It is evident that we have come to expect that words in Swedish could mean everything, and nothing, as in the clip where Dee asks Dennis what does he see in the mirror she is holding, and instead of being literal as she was, he replied with an endoscopic revelation.