The purpose of this essay has been to identify and examine how the Swedish Armed Forces (SAF) create and form potential threats through the use of television commercials. Through a method of visual discourse analysis, commercials carried out by the SAF between 2015 and 2017 have been analyzed to identify and understand how the SAF talks about security and creates potential threats. The Copenhagen School of Securitization has been used as a theoretical framework in this essay to help understand how the Swedish Armed Forces create potential threats through speech-acts and the use of visual and auditory elements. The analysis identified that the SAF creates and forms potential security threats through three main narratives: the rights and freedoms of Swedish citizens, gender, and a diverse society. In relation to the theoretical framework and previous research within the field of securitization, the conclusions drawn from this essay's analysis can help illustrate how the SAF's formation of potential threats has the opportunity to influence political decisions and, therefore, the broader security discourse within Swedish society.