(We borrowed this image from Swedish Match. Hope that's OK!)
really is a Swedish classic. It's probably the most common and most widely known matchbox in Sweden, and parts of the profit made by the sales of it goes to the Solstickan charity foundation, which sponsors science and research in child diseases. Here, however...
the text reads "Sun please - Exterminate the cars". Have you heard about the Gothenburg (sense of) humour? No? Lucky you... It's a special form of humour, based on ambiguity of words and playing with that. More often than not the jokes are pretty far-fetched and simply not that funny. In this case "Plåna ut bilarna" which means "Exterminate the cars" is a play with the word "plån", which is the Swedish word for "striking surface (on a matchbox)".
Whatever. It's pretty well done, anyway. And about the message I really couldn't have agreed more. About ten minutes later all hell broke loose.
Not my most pleasant bicycle ride. But not that bad after all, because somehow just riding my bike makes me happy.
Ride safe!
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