Hledsla’s hidden meanings
The Icelandic sports drink releases an enigmatic ad hinting at the value of endeavour.
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Credits
powered by
- Agency ENNEMM/Reykjavik
- Production Company Nordur
- Director Runar Ingi
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Credits
powered by
- Agency ENNEMM/Reykjavik
- Production Company Nordur
- Director Runar Ingi
- Colorist James Bamford
- Music Eagle Egilsson
- VFX Petur Karlsson
- Sound Designer Isidor Jokull Bjarnason
- Producer Ingimar Guobjartsson
Credits
powered by
- Agency ENNEMM/Reykjavik
- Production Company Nordur
- Director Runar Ingi
- Colorist James Bamford
- Music Eagle Egilsson
- VFX Petur Karlsson
- Sound Designer Isidor Jokull Bjarnason
- Producer Ingimar Guobjartsson
This beautifully shot, dreamlike film, directed by Runar Ingi through Nordur, and created by Reykjavik agency ENNEMM, follows the progress of a sports woman battling her inner, naysaying voices.
Titled Three, Two, One, the spot sees her wake to an internal monologue of negativity, fear and self doubt. As she counts down through the day and pushes herself to overcome these obstacles the voices fade and she arrives at one single belief – that anything is possible.
Though it’s not overburdened with a clarity of narrative or product information, the spot rewards repeat viewings with its mysterious beauty. What is the meaning of the black rock on the horizon? Does it matter? Probably not. It's just... there.
