There are quite a lot of similar campagnes in Sweden. I suppose because both in Sweden and Norway the state has a strict monopoly on alcoholic beverages. In sweden over 3,5 % alcohol, not sure about Norway.
https://www.youtube.com/watch?v=91t6pEiOLyU https://www.youtube.com/watch?v=WL3V39hPImI
I would second the opinion, that binge drinking has always been accepted during the weekends, but now people also take to a more continental drinking with wine or beer during the week. So that's troubling.