Destinations

Is this a pop music video or a really cool tourism ad for Iceland?

The good folk of Iceland know lockdown has been a total drag and an Icelandic holiday could be exactly what’s needed to rejuvenate the senses.

The nation’s tourism chiefs at Visit Iceland have just unveiled a new campaign aimed at adventure-hungry travellers called ‘Looks Like You Need An Adventure’. It shows the trials and tribulations of lockdown juxtaposed against the thrill of a volcano-led vacation.

The ad is the work of M&C Saatchi London and plays out like a music video clip featuring an exclusive song by local Icelandic artist Cell 7. It will run in the US, the UK, Canada, Germany, Denmark and Sweden.

The campaign also comes with a Tik-Tok-inspired promotion whereby the first 100 visitors to book a slot at the pop-up shop at the nation’s capital, Reykjavik, and turn up with a valid plane ticket showing their arrival in Iceland from 24 June onwards, will get their lockdown trackie daks transformed by Icelandic designer Ýr Jóhannsdóttir into a pair of bespoke hiking boots!

Check out the fun ad below:


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