Best of 2021: Forget Meta, enter the 'Icelandverse'

Tourism campaign pokes fun at Mark Zuckerberg's presentation while encouraging people to explore Iceland's real-world wonders

Published On
Nov 12, 2021

Editor's Pick

Through New Year's, we will be counting down our picks for 2021's 30 best ads and creative marketing ideas.

At No. 29: When Iceland hijacked one of the biggest news events of the year, Facebook's rebrand to Meta.

While Facebook founder Mark Zuckerberg has invited all to join him in the Metaverse, another exec says there’s an even better world to explore. Yesterday, Zack Mossbergsson, another so-called “chief visionary officer,” appeared on social media in a new video promoting what seems to be the next big thing. 

See the full list of 2021's Best Ads.

“I want to talk about a revolutionary approach on how to connect our world without being super weird,” he says. “Some said it’s not possible. Some said, it’s out of reach. To them, we say it’s already here.”

It is, in fact, already here because Mossbergsson is actually referring to the nation of Iceland, or what he dubs “the Icelandverse.” 

“Seriously, look it’s right here,” he insists as he fidgets with a real door in the meat-space, before going on to showcase the country’s beautiful landscapes, waterfalls, flora and fauna. 

“In our open-world experience, everything is real,” he says. “It’s completely immersive, with water that’s wet ... skies you can see with your eyeballs.”

The film is rife with Meta digs. Zuckerberg’s intro video depicted him switching back and forth between the real and virtual worlds, showing his avatar riding a surfboard and wearing an obscene amount of sunscreen. 

The Iceland video sees Mossbergsson, his face caked with a mud mask, taking a dip into a hot spring—with another live person. “You’re human, right?” he asks his companion.

The video comes from Inspired by Iceland, a marketing platform for the country’s tourism and products. According to Iceland Monitor, Mossbergsson is actually a character played by actor Jörundur Ragnarsson.

Zuckerberg himself appreciated the joke and posted a response to the video on Facebook. “Amazing,” he wrote. “I need to make a trip to the Icelandverse soon. Glad you're wearing sunscreen too.”

Iceland Zuckerberg


Nov 12, 2021
Client :
Visit Iceland
Pétur Óskarsson
Director Marketing Communications :
Sveinn Birkir Björnsson
Director Trade & Invest :
Karl Guðmundsson
Head of Consumer Marketing :
Daði Guðjónsson
Head of Visit Iceland :
Sigríður Dögg Guðmundsdóttir
Project Manager Marketing Communications :
Daníel Oddsson
Head of PR :
Lea Gestsdóttir Gayet
Project Manager Social media :
Katarzyna María Dygul
Project Manager Social media :
Ísak Kári Kárason
Creative Agency :
Co-Founder + Partner :
Lenny Stern
Executive Creative Director :
Stevie Archer
Managing Director Production + Operations :
John Swartz
Associate Creative Director Writer :
Rick Morrison
Associate Creative Director Art Director :
Monica Apodaca
Associate Creative Director Writer :
Cooper Evoy
Managing Director Head of Client Services :
Amy Frisch
Account Executive :
Erica Moore
Managing Director Strategy Group :
Kevin Skobac
Strategy Director :
Elena Claro
Icelandic Agency :
Co-Founder + Partner :
Magnus Magnusson
Co-Founder + Partner :
Egill Þórðarson
PR Agency :
Talk PR
Head of Consumer :
Steve Kirk
Senior Associate Director :
Lauren Hunt-Morgan
Account Director :
Kayleigh Ross
Production Company :
Director :
Allan Sigurdsson
Producer :
Hannes Thor Arason
Cinematography :
Hakon Sverrisson
Makeup :
Anna Kristin Oskarsdottir
A.C :
Eirikur K. Juliusson
Sound :
Aggi Fridbertsson
Grip :
Alexander Snaer
Production Assistant :
Jelena Schally
Stylist :
Arna Engilbertsdottir
Edit :
Allan Sigurdsson
Assistant Editor :
Aron Bjorn Kristinsson
Color :
Color :
Bjarki Gudjonsson
Sound :
Sound :
Joi B
Location :
Blue Lagoon
Actor :
Jörundur Ragnarsson
Actor :
Ester Sveinbjarnardottir

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