I hope the soldier wins the competition he is the real hero RIP.
They already have a war hero on their planes, Max Manus. Sadly, I don't think they have the branding ideas which perhaps Virgin do who as far as I know, only named their 'lower class' so as 'riff raff' wouldn't be appreciated by the Americans. But I'm all too aware of say British sense of humour, which is quite unique and expansive compared to most.
They wanted another musician, Jokke..quite a famous Norwegian rocker..died of god knows what, massive substance abuser, etc But his brother said he did not want it, it would go against the core principals which he was about..So my arguement is that this guy has done more to promote the brand 'Norwegian' than most people. One of the criteria being 'having challenged society' which I can't think anyone else on that list has.