TRY and Martin Werner Celebrate the Beauty of Mediocrity for Norsk Tipping

Jun. 29, 2026

The success of Norsk Tipping points back to the country’s sport, culture and volunteer community. In the new brand film, directed by Martin Werner, produced by Bacon and made with TRY, the spotlight is on the everyday players on the pitch, the dance floor and the trail.

The film opens in reverence, using the visual grammar of sport, shot closely and building anticipation for something great about to happen. Then it doesn’t. The striker scuffs the shot. The basketball rims out. The cyclist meets the trail face-first. The talent here is being a near-miss, out-of-rhythm star. But every one of those small defeats resolves the same way: a community waiting with open arms to embrace the fall and laugh about it. As the narration puts it, this is “a tribute to all those who never become the very best, but who we need the most”.

Werner shoots the misses with exactly the care usually reserved for the winning goal: same light, same slow motion, same reverence, so the bathos never tips into mockery, and the warmth lands naturally. The film closes on the line that has carried Norsk Tipping for years:
“For all of us, to all of us. Give the dream a chance.”