Lewandowski eats waffles, Wałęsa remains silent. The new spot about Poland has infuriated the right wing
Robert Lewandowski, Jesse Eisenberg and Lech Wałęsa appeared in a new spot promoting Poland. Right-wing politicians and journalists immediately launched harsh criticism.
The Polish Tourist Organization has published another material of the “Poland. More than you expected” campaign. After Warsaw, the creators took foreign tourists to Tricity. The film again stars Robert Lewandowski and American actor and director Jesse Eisenberg. This time they are joined by Lech Wałęsa, shown against the background of the Gdańsk Shipyard. Nicolaus Copernicus, played by Nikodem Rozbicki, also returns.
Tricity, shipyard and waffles with whipped cream
The heroes visit places related to Gdańsk, Gdynia and Sopot. The spot combines historical symbols with holiday shots from the Baltic Sea. In one scene, Lewandowski and Eisenberg eat waffles with whipped cream.
It was the way the Tricity was presented that caused the most reactions and comments. Critics of the campaign accuse its creators of focusing on simple associations and the participation of famous people instead of showing the diversity of the region.
“Seriously, this is what you want to promote?” PiS politicians criticize the campaign
PiS MP Krzysztof Ciecióra said that the authors “continue in this embarrassment.” In his opinion, the first spot brought Warsaw to the Palace of Culture, and the new material mainly shows seaside waffles.
“Seriously, do you want to promote AD 2026 in Poland? What will happen next?” – wrote a PiS MP on X.
Olga Semeniuk-Patkowska from Rozwoju Plus drew attention to the silent role of Lech Wałęsa.
Stanowski on the role of Wałęsa. “This spot is worse”
Krzysztof Stanowski also reacted critically. “This spot is worse than the one about Warsaw. And Wałęsa’s outstanding role,” commented the founder of Kanał Zero.
Marek Tucholski from Konfederacja called the film “crap”.
Former Polish ambassador to the US Marek Magierowski paraphrased the campaign’s slogan by writing: “More damage than you expected.”
The PLN 7 million campaign will last until the end of 2026
The “Poland. More than you expected” campaign started on August 18 in five foreign markets: Germany, Spain, Italy, Great Britain and the United States. Its budget is PLN 7 million, and promotional activities are to last until December 2026. The project was commissioned by the Ministry of Sport and Tourism. DWAZERO.Studio is responsible for the concept and production, and Media Context is responsible for media planning and purchasing.
