Icelandic telecommunications company Nova attracted a lot of attention with their ad promoting a sale on smartwatches which emphasizes how these smartwatches allow people to leave their phones behind and be free. The company wants to draw attention to the importance of mental health and mental wellbeing. It shows completely naked people of all shapes and sizes going about their daily exercise.
"We encourage people to be aware of screen time, social media browsing, and watching TV," the company said in a statement. "With the campaign, we are celebrating the body. We are all beautiful and we want people to feel good, exactly as they are. On social media, we are blasted with unrealistic beauty and body standards — not the reality. Excessive use of social media can affect our self-image and Úrlausn (eSIM) is a great way to spend less time in front of the screen."
"We really need to talk about self-love and respect for our body," the statement continues. "We come in all possible shapes and sizes. Here is our new ad in all its glory. Nothing to hide. Nothing to be ashamed of. Just the way we are."