Legenden Lever Advertisements

An advertising campaign was initiated by Semic Press in Sweden in 1994. Entitled ‘Legenden Lever’ (which translates to ‘The Legend Lives’), the advertisements were designed to promote subscriptions to the Fantomen comic book series, offering consumers the opportunity to purchase editions of either 7 or 26 comic books at a reduced rate.

Semic Press was a prominent Swedish comic book publishing company that operated from 1963 to 1997. Its name, a contraction of “Series and Comics,” aptly reflected its core business. Semic originated as the comics division of the long-standing Swedish publisher Åhlén & Åkerlunds, taking over most of their comic titles upon its founding. Over the years, it grew to become the largest comic book publisher in Sweden for a significant period, expanding its reach across various European countries through numerous divisions and imprints, including in Finland, Norway, France, Poland, the Czech Republic, and Hungary.

The publisher was renowned for its diverse range of comic offerings, which included both original Swedish comics and numerous translated American and European titles. Semic Press held the official translation rights for many popular American superhero comics from both DC Comics and Marvel Comics, making these iconic characters accessible to a Swedish-speaking audience. Beyond superheroes, their portfolio encompassed a variety of genres such as humor, Westerns, and adventure comics. Notable translated series included the Phantom (Fantomen), Batman, Superman, Spider-Man, James Bond, and Vampirella, among many others.

In 1970, Semic further solidified its position by acquiring rival comics publisher Centerförlaget. Later, in 1973, Semic Press became part of the Bonnier Group, a major Swedish media conglomerate, which provided further resources and stability. This period saw the continued success and expansion of Semic’s publishing endeavors, with a focus on both popular licensed properties and developing local talent and content.

The era of Semic Press as an independent entity concluded in 1997 when it was acquired by the Danish media company Egmont Serieforlaget. Following this acquisition, Egmont took over the publication of many of Semic’s established titles, including the long-running Fantomen series, continuing the legacy of these beloved comics under new ownership. While the original Semic Press as a standalone publisher ceased to exist, the “Semic” brand has seen some revival in other capacities, particularly in France for the marketing of derivative products, underscoring its lasting recognition in the European comics landscape.

The campaign prominently showcased esteemed cultural figures and renowned icons, infused with a Phantom influence. Semic Press employed photographs for the advertisements, incorporating modifications to impart a distinct Phantom nuance.

Each of the Legenden Lever advertisements is printed in color and measures 30cm x 42cm, having been distributed in publications released by Semic Press during that era as one-sided flyers. A minimum of seven distinct advertisement flyers were produced, which can be seen below.

The majority of the Legenden Lever advertisements include a detachable coupon to be submitted to Semic Press, thereby notifying the publisher of a subscription purchase. Additionally, each flyer is complemented by a quote presented in small print at the bottom of the featured image.

The featured images with adjoining quote as seen above are:

  • Stig Bergling – A former Swedish Security Service officer who became a notorious Cold War spy for the Soviet Union. – “When the Phantom sees red, prices go down”.
  • Vladimir Zhirinovsky – Was a Russian right-wing populist politician and the leader of the Liberal Democratic Party of Russia. – “Never aim at the Phantom”.
  • Idi Amin – A Ugandan military officer and politician who served as the third president of Uganda. – “When the Phantom asks, you answer”.
  • Pope John Paul II – Was the head of the Catholic Church and sovereign of the Vatican City State. – “The Phantom is kind to the Pope”.
  • Nelson Mandela – Was a South African anti-apartheid activist and politician who served as the first black president of South Africa. – “The Phantom does to laugh unnecessarily”.
  • Easter Island Statues – The Moai statues of Easter Island, created by the Rapa Nui people. – “If you want to find the Phantom, search your mailbox”.
  • Crop Circle – Crop Circles are large geometric patterns created by flattening crops, primarily found in fields in southern England. – “When the Phantom moves, lightning stands still”.