Destinations

Iceland roasts Mark Zuckerberg in witty new tourism campaign, as the tech billionaire even threatens a visit

Iceland has once again proved it’s the master of tourism marketing, unveiling a new ad that spruiks the beauty of the country, all while roasting Mark Zuckerberg’s tech vision along the way.

The ad deploys an actor who’s remarkably similar in looks and style to the Facebook founder and spoofs the tech giant’s recently released ‘Metaverse’, instead introducing the ‘Icelandverse’.

In the video, Icelandic actor and writer Jörundur Ragnarsson plays chief visionary officer Zack Mosbergsson, who says: “Today, I want to talk about a revolutionary approach on how to connect our world, without being super weird. Some said it’s not possible. Some said it’s out of reach.”

The spot features a number of subtle digs at Zuckerberg, including a scene where Ragnarsson struggles to open a door – an apparent reference to reports the tech billionaire waits for people to open doors for him.

Check out the ad below:

And the spot’s clearly worked, already clocking up over 1.1 million views on YouTube.

Even Zuckerberg himself loved it, with the Meta boss commenting: “Amazing. I need to make a trip to the Icelandverse soon. Glad you’re wearing sunscreen, too.”

The ad is the latest eye-catching effort by Visit Iceland during the COVID-19 pandemic. You can check out the tourism board’s other zany campaigns here and here.


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