Spies Travel has launched its "Do it for Mom" campaign offering holiday packages to the Canary and Balearic Islands, with the aim of helping Danish women conceive.
The campaign is a follow up to the hugely popular ‘Do it for Denmark!’ which took the world by storm in early 2014 by encouraging Danes to have more babies.
But this time the travel agency is appealing more to guilt than patriotism by telling Danes they should "Do it for Mom!".
In a video released last week, Spies introduced a promotion meant to get older parents to contribute to their adult children’s sexy getaways so that they can get a grandchild in return.
See it here, story continues below:
"The Danish welfare system is under pressure. There are still not enough babies being born, despite a little progress. And this concerns us all.
"But those who suffer the most are perhaps the mothers who will never experience having a grandchild," the new ad states, showing an older Danish woman looking forlornly out the window as she imagines her future grandchild.
The video then shows the woman removing the bra of his son’s wife in order to facilitate sex, something Spies acknowledges "might be a bit awkward".
And that is where their pitch comes in. Rather than helping their adult children in the bedroom, wannabe grandmothers should contribute funds toward an active holiday "and get a grandchild within nine months".
Pointing to a 2014 poll that showed that Danes have 51 percent more sex while on a tropical holiday, the video shows the young couple engaging in a series of physical activities mean to arouse their sexuality and get working on that grandchild for the impatient mother.
The package holidays to luxury resorts in Spain include options for all kinds of physical activities in order to encourage sex, in addition to conventional sports such as running, tennis, yoga, golf and water aerobics.
Furthermore, couples whose mothers reserve the holidays for them will receive a 1,000 krona discount (€134).
"In 2015, Danes will be having babies not just for their country, but also for the grandmothers. We think that it's going to work", it says in the official brochure.
Mothers of single adult children can also get in on the act, even if their child "isn’t the biggest team player".
The ad concludes with a mother sending her grown son off on holiday where he meets a fellow UFO fan with whom he presumably then produces a grandchild.