Wieden & Kennedy London called on the services of director Dougal Wilson (veteran of the John Lewis ads and so known for getting charming performances out of kids) for its client, dairy giant Arla, to introduce the Icelandic yogurt brand Skyr to Europe.
The beautifully filmed spot tells the tale of a remote Icelandic town with only one telephone back in the '60s. A young boy is charged with delivering telephone messages to the townspeople, battling snow and ice to deliver the content, sometimes mundane (laundry ready for collection) and sometimes momentous (a refused marriage proposal). He's kept going by bowls of Skyr yogurt.
The 90-second TV commercial launched in the U.K. yesterday before rolling out in additional markets including Germany and the Netherlands. It will be supported by outdoor executions using work by the British photographer Andy Sewell, as well as a series of three short documentary films featuring modern day Icelanders. From the doorman at the oldest bar in Reykjavik to one of Iceland's toughest female cyclists, they explain to viewers about Skyr, the dairy product they grew up on.
The product is made from skimmed cows' milk following traditional Icelandic methods, which is claimed to result in "a delicious, silky texture that is low in fat, reduced in sugar and naturally high in protein," according to the firm.