GÖTEBORG - "Sweden's Biggest Boyband is in Town," proclaims a full-page advertisement that's been appearing for several weeks now in newspapers here in Göteborg. The circus-like display font used in the ad is unmistakable, given the success of "Finn 5 Fel!" and the advertising surrounding the release of that album. It's the same font… so it's obviously Gyllene Tider's upcoming appearance at Ullevi this Saturday evening that's being hyped, right?

  But having captured our attention, the ad continues by saying "Or more accurately, we're almost always in town." It turns out this clever ad is actually promoting the Göteborg Boys Choir (Göteborgs Gosskör), a group with members between the ages of 7 and 24 years old.

  It's one more example of how pervasive the Gyllene Tider phenomenon is in Sweden this summer.

  Ulf Sollin, a spokesperson for the choir, tells TDR that the ad was created by Inform Reklambyrå and is one of a series of pro-bono ads the agency has produced recently to promote the choir and attract new members. Göteborgs-Posten, in turn, donated the space in their newspaper.

• Gothenburg Boys Choir