Icelanders know where to get the energy they need — from a young age they eat Skyr.

The campaign promoted Skyr's Icelandic character — the heroes of the spot are struggling with everyday situations where they need extra energy. The interiors are raw, cool, expressive, and the ad is accompanied by an Icelandic song. To complete the authenticity of the story told, the spot was directed by an Icelandic filmmaker.