A squirrel next to a roll of toilet paper with the question "SVENSKPRODUCERAT?"

The ad opens with a roll of toilet paper and a squirrel. Text appears asking if it's Swedish-produced. The squirrel then moves and the scene transitions to a package of Serla Smart toilet paper, with the squirrel on the packaging. More text appears, and the squirrel looks at the viewer. The ad ends with the Serla logo and the Metsä logo.