Sweden is well known for it's midnight sun in the summer, but it comes at a steep price for the Swedes – everlasting darkness in the winter. Pitch black. All around the clock. 24/7. But however depressing, the darkness might actually serve as an explanation for yet another renowned aspect of the northern land – namely disco. 

The Swedes' own finals for the 1974 year's edition of the Eurovision Song Contest took place on the 9th of February (a particularly gloomy part of the already discouraging and dark half-year). But on that date came light – and colourful lights at that, as Agnetha, Björn, Benny, and Anni-Frid entered the stage. 

ABBA would later win the entire ESC with their song "Waterloo" but by that time, something had already happened in Sweden. The glittering disco classic hit the light-deprived population like a shot of smack in a virgin vein and left the Swedes hungering for more.

Today, the "Melodifestivalen" finals are the Swedish equivalent to the Superbowl. It is seen by more than half of the country's population. Some say it has become a festival for bad taste. Others say nay. It has become a beacon of light in the vast darkness, a chase for the disco dragon.  

So what do you do to promote the most popular phenomenon of the year? You do nothing. You just shut up and let the advertising join the party.