Visit Iceland promises adventure with upbeat ad

Tourism campaigns tend to involve people lounging amongst panoramic views, diving into crystal clear waters or getting an adrenaline fix. However, Visit Iceland has opted for something a little different to stir people out of the lockdown blues.

“All over the world, we have been under various lockdowns and restrictions for over a year and let’s face it, we’re in a bit of a rut. In Iceland, we are lucky enough to have a wealth of adventure, from the bold waterfalls in the south, to the tranquil shores of the East and all the food, music and wellbeing culture across the country,” said Sigridur Dogg Gudmundsdottir, Head of Visit Iceland in a press release.

“For those ready to travel again, we want to make sure you’re prepared to experience life to its fullest and take on whatever adventure you’ve been craving. And some lucky visitors will get to do it with their own unique Sweatpant Boots.”

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The ad shows the trial and tribulations of lockdown life juxtaposed against the thrill of a volcano-led vacation. And it’s all accompanied by empowering lyrics such as “From crying in the shower to feeling nature’s power,” to lure people out of lockdown seclusion.

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.

Check out the fun ad below:

In partnership with Peel Iceland, the campaign is turning 100 pairs of sweatpants into bespoke hiking boots, with any remaining fabric becoming the bag in which to carry them home.

Camila Gurgel, senior creative at M&C Saatchi London, said she recorded a lo-fi version of the song with creative partner Ieva Paulina to help sell the idea. “Our client was immediately on board (despite our doubtful vocals).”

She added: “Iceland is everything we’ve been craving in the past year. And sweatpants are a symbol of lockdown life, sameness and boredom – all the things we want to leave behind when we can travel again. So we found a way to celebrate this breakout moment by turning sweatpants into the ultimate symbol of exploration and discovery: hiking boots.”

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What do you think of tourism campaigns that think outside of the box? What’s the best tourism ad you’ve ever seen? Why not share your thoughts in the comments section below?

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Written by Ellie Baxter