The publicity stunt, which caused underpaid Latvian firemen, police and soldiers to rush to a huge smoking crater outside Mazsalaca, a kind of Latvian Podunk, certainly had no message about mobile telecoms services. It had the unintended and black humor effect of causing some totally batshit* local lady (reputedly a local town councilor, where they don't check if you are batshit or not) to stand in a road selling tickets for 1 LVL apiece to curiousity seekers.
I am beginning to wonder whether Tele2's marketing director Jānis Spoģis has gone off the deep end. Maybe not, because the previous goon-show style Tele2 commercial, with adults skateboarding off rooftops into swimming pools and doing burnouts on a kitchen floor with a motorscooter reputedly came from Sweden, where the Tele2 group is headquartered. So the Vikings are back to eating those mushrooms again...
By contrast, the local Latvian commercials for the Zelta Zivtiņa (Golden Fish) prepaid cards have been charming even when bizarre, such as when the cow Gauja moves into the "Friends" - style apartment with the usual characters. Or when one of the characters sews a huge crocodile for "nothing" -- the price of calls to a circle of friends on the Tele2 network.
Apparently this is not the end of the Viking mescalero (people who chew hallucinogenic cacti) campaign. We will probably see fake sea (lake) monsters rising from a Latvian lake or perhaps UFO-style balloons floating high in the sky (we'll see if Tele2 will be as ready to pay for scrambling NATO F-16s as it was to compensate the fire department). Well, the balloon thing was already done by a family of wackos in America.
I am in Las Vegas as I write, the capital of "unreal" in the US, though at a a very real IBM Information on Demand (IOD2009) conference and the whole meteorite incident seems even beyond building a second Eiffel Tower (where you can get married) which the Vegas folks have done.
* from the urban dictionary :)