Editing ABBA (section)

=== Fashion, style, videos, advertising campaigns ===
ABBA was widely noted for the colourful and trend-setting costumes its members wore.<ref>{{cite web|url=http://wwwc.aftonbladet.se/puls/0002/04/abba.html|title=Aftonbladet puls: ABBA: 'Vi har kläderna att tacka för mycket'|website=Aftonbladet|access-date=5 April 2014|archive-date=3 March 2016|archive-url=https://web.archive.org/web/20160303182625/http://wwwc.aftonbladet.se/puls/0002/04/abba.html|url-status=live}}</ref> The reason for the wild costumes was Swedish tax law: the cost of the clothes was deductible only if they could not be worn other than for performances.<ref>{{cite news|url=https://www.theguardian.com/music/2014/feb/16/abba-outfits-tax-deduction-bjorn-ulvaeus|title=Abba admit outrageous outfits were worn to avoid tax|newspaper=[[The Guardian]]|last=Bowers|first=Simon|date=16 February 2014|access-date=13 February 2017|archive-date=14 February 2017|archive-url=https://web.archive.org/web/20170214004904/https://www.theguardian.com/music/2014/feb/16/abba-outfits-tax-deduction-bjorn-ulvaeus|url-status=live}}</ref> In their early years, group member Anni-Frid Lyngstad designed and even hand sewed the outfits. Later, as their success grew, they used professional theatrical clothes designer Owe Sandström together with tailor Lars Wigenius with Lyngstad continuing to suggest ideas while co-ordinating the outfits with concert set designs.<ref>{{Cite web|url=https://www.abbarevival.co.uk/article/15/the-costumes|title = RËVIVAL // The Tribute – All About ABBA – THE COSTUMES}}</ref> Choreography by [[Graham Tainton]] also contributed to their performance style.

The videos that accompanied some of the band's biggest hits are often cited as being among the earliest examples of the genre. Most of ABBA's videos (and ''ABBA: The Movie'') were directed by [[Lasse Hallström]], who would later direct the films ''[[My Life as a Dog]]'', ''[[The Cider House Rules (film)|The Cider House Rules]]'' and ''[[Chocolat (2000 film)|Chocolat]]''.<ref>''ABBA: Bang a Boomerang''. Australian Broadcasting Corporation, January 2013 (documentary, 57 mins), see 6:00–12:00 min ([https://www.imdb.com/title/tt2642740/ IMDB entry] {{Webarchive|url=https://web.archive.org/web/20170211231143/http://www.imdb.com/title/tt2642740/ |date=11 February 2017 }})</ref>

ABBA made videos because their songs were hits in many different countries and personal appearances were not always possible. This was also done in an effort to minimise travelling, particularly to countries that would have required extremely long flights. Fältskog and Ulvaeus had two young children and Fältskog, who was also afraid of flying, was very reluctant to leave her children for such a long time. ABBA's manager, Stig Anderson, realised the potential of showing a simple video clip on television to publicise a single or album, thereby allowing easier and quicker exposure than a concert tour. Some of these videos have become classics because of the 1970s-era costumes and early video effects, such as the grouping of the band members in different combinations of pairs, overlapping one singer's profile with the other's full face, and the contrasting of one member against another.

In 1976, ABBA participated in an advertising campaign to promote the [[Panasonic|Matsushita Electric Industrial Co.]]'s brand, National, in Australia. The campaign was also broadcast in Japan. Five commercial spots, each of approximately one minute, were produced, each presenting the "National Song" performed by ABBA using the melody and instrumental arrangements of "Fernando" and revised lyrics.<ref>{{cite web|url=http://www.abba-world.net/phenomenon/national/national.htm |archive-url=https://web.archive.org/web/20120302102624/http://www.abba-world.net/phenomenon/national/national.htm |archive-date=2 March 2012 |title=ABBA: The National Commercial |website=Abba-world.net |access-date=23 August 2010}}</ref>