A new ad campaign is likely to have travellers chomping at the bit to visit Iceland. Tourism PR company Inspired by Iceland now invites travellers to “OutHorse” their emails—that is, reign in the common urge to work while on vacation and instead, relax, undistracted and unbothered, while a real Icelandic horse tölts out an email response for you on an enormous, equine keyboard.
Visitors can choose from one of three Icelandic horses, each with their own unique horsenality, to hoof up thoughtful replies. There’s Litla Stjarna (“Types fast, but might take a nap), Hekla, and Hrímnir (“Assertive. Efficient. Shiny hair”). “They are trained in corporate buzzwords,” explains actor Ólafur Darri Ólafsson (Trapped) in voiceover. “Your boss will never know the difference.”
This isn’t Inspired by Iceland’s first rodeo when it comes to employing quirky, zeitgeisty humour to encourage people to travel to Iceland. The company actually grew out of the eponymous 2010 ad campaign that put an ironic and optimist spin on the Eyjafjallajökull volcanic eruption. In 2020, during the global COVID-19 lockdown, they encouraged would-be travellers to “let it out,” and scream out their lockdown frustrations via speakers set up across the country. And, most recently, it skewered Mark Zuckerberg’s Metaverse, inviting visitors to come experience the country’s “immersive, open-world experience.”
If you’d like to join the herd of travellers capitalizing on this “revolutionary service,” gallop over to www.outhorseyouremail.com, and sign up.