Arla Foods has launched a TV advert in support of its Arla skyr range in the UK, which it said ‘captures the spirit of Iceland’.
The new advert, called The Judge, was created in collaboration with Wieden+Kennedy London and features everyday folk doing adventurous things across Iceland. Its main focus is a judge, who, alongside her day job of settling cases in an Icelandic courthouse, is seen determining the winner of a tug-of-war contest and measuring the fastest person to courageously climb a cliff-face.
Cutting to a shot of the full range, it is revealed that the judge’s day – as well as those of the tug-of-war participants and cliff climbers – was fuelled by Arla skyr.
It is the second advert from the brand specifically for Arla skyr, following the release of its Icelandic-style yogurt in 2015.
Wieden+Kennedy London creative director Ray Shaughnessy said: “We’ve loved creating another little episode about Icelandic strength for Arla skyr. It’s a pocket-sized bit of storytelling that builds on the original work, reminding people that if they want to stay on top of their game, they should definitely be chowing down on a protein-rich Icelandic-style yogurt variant.”
The age-old Nordic snack is made from skimmed cows’ milk, which results in a silky texture while still being low in fat, sugar-reduced and naturally high in protein. The product range expanded with new flavour launches and the addition of Arla skyr drinks in 2016.
The advert ends with a full range shot of its skyr yogurt and drinks.
And Arla revealed that it harboured ‘greater ambitions’ for 2017, with new products being developed.
It hopes its latest advertising activity will support that innovation by appealing to people ‘who think consciously about their health’. It will air on British TV screens until 19 February and in cinemas until 12 February.
Arla Foods brand manager Louise Hagger said: “Arla skyr is the perfect option for those who want to enjoy yogurt and are health conscious. 2017 is seeing a spike in Brits choosing to embrace the Nordic lifestyle and Iceland is a nation known for healthy choices, strength and courage. We wanted to reflect this way of life in the new Arla skyr advert through the adventurous characters enjoying bold activities such as rock-climbing and a 24-person tug of war.”
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