The tag line is "there is a lot of stuff women don't understand", and the format is a womans literal visualization of a sport metaphor. In this case, "giving away a goal". The campaign is still running, and considered one of the most successful advertising campaigns in Denmark.
The company behind it is 80% state owned. and 20% owned by the non-profit sport organizations. It used to have a monopoly on gambling. The profit goes to charity.
I would not generalize the Danish peculiar brand of humor to all of Europe. One of the advices to Danes going abroad is "stay away from humor, foreigners don't understand our brand of humor". Same for visitors, they are told "the Danish jokes are not meant as insulting as they sound".
In our own self image, we are so liberal and open minded that we can safely joke about all kind of stereotypes. E.g. Danish state owned children tv has a running gag about how lazy and incompetent Polish workers (our "Mexicans") are. It is probably also no accident that the Mohammed cartoons were made in Denmark. Although that particular incident taught Danes something about how different humor can be viewed in the rest of the world.
Edit: Two more details. 1) Most high profile ad campaigns in Denmark are based on humor. 2) This is the only one I can think of where women are shown as stupid. The common pattern is that the man is being goofy while the sensible woman is buying the advertisers product.
Yes, that was the one! I'm surprised it's still running.
> In our own self image, we are so liberal and open minded that we can safely joke about all kind of stereotypes.
So true - I'd say Danes are pretty blind to their own prejudices and backwards attitudes. I'm sure you remember "Perkerspillet" from some years ago?
"Perkerspillet", which roughly translates to "The Nigger Game", was an online flash game where the player was a stereotypical "gangsta" Turkish immigrant. You drove around the city in a souped-up BMW, trying to pick up Danish women and make money to further enhance your ride. They had to rename it to "The Mujaffa Game" after people stirred up controversy.
IMHO, I feel like the Danes often act like they're entitled to say whatever they want in the name of free speech, as if there'll be no consequences. That's why the Muhammad cartoon incident was such a wake-up call.