The tourist promotional video is one of the oldest tricks in the film case. Get it right and the tourists come thick and fast, spending their hard earned tourist dollars with reckless abandon. Get it wrong and a country’s reputation is besmirched and government money (money that, say, could have been spent on hospitals and schools) is washed down the gurgler.
Here, Iceland nail it, with a simple concept executed with a joyousness of spirit that manages to make you feel good inside and more importantly, make you want to go to Iceland.
Volcanic ash? What volcanic ash?