Much of populist and nationalist communication is based on victimhood and the sense of being on the verge of losing something important (economy, land, values, culture) and it is crucial not to feed these feelings. It is therefore increasingly important to propose truly alternative narratives with prudence and tact and to avoid promoting ideas based on supremacy and aggression, even if in a different direction. This is the first lesson that can be learned from the history of the SAS commercial.