The media war between Denmark and Sweden has definitely got underway today,
Danish TV station Kanal 5 have begun a new campaign today called #MereEndEnKamp, or more than a game.
Two adverts have been broadcated on Danish TV attacking classic Swedish traditions.
In one video, a young girl destroys a Pippi Longstocking doll, a cigarette is put through Knugen, the King of Sweden, while Abba records are burned.
In a second video, a Volvo is messed with, while a third video targets Zlatan...