I was just doing this ad for Danish TV, and we talked about what it meant, so here is a rough translation:
Now, we told the Danes for several years that they can cross this bridge to Sweden for half price, if they'd just get a "bropas" (electronic device you pay with instead of credit card) - but they just don't get it. We have made an experiment! (There are 2 signs, one says half price, and I drive onto the other)
Hello, friend (jokes with bad swedish/danish language)
Is something wrong?