We see normal people of all shapes and sizes starting to undress and going about their daily lives wearing nothing but a smartwatch: Leave the phone at home - the watch is all you need.

In all their naked natural glory they go out for a jog, hold presentations, do their groceries etc. All normal everyday activities. In the end we see a smartphone left all alone on the nightstand playing the song „Don't leave me this way“ with Thelma Houston.

The tagline “Allir úr!“ has a double meaning in Icelandic. "Allir" translates to everybody and the word “úr“ stands for "a wrist watch" as well as "undressing".

Nova is one of Iceland´s largest telecom brands and their corporate social responsibility policy focuses on countering the negative impact the use of smart devices have on our lives and self-image.

Prior to making the ad, Nova did Iceland's largest study on the impact of social media usage and its effect on mental health and body image of the Icelandic population. The study concluded that our view of what constitutes a normal body is extremely skewed due to unrealistic stereotypes we see in media.

To generate buzz the TV spot premiered on a popular radio show where only the soundtrack and reaction from the show's hosts was heard. 1/6 of the Icelandic nation watched the video recording of the radio show online prior to the airing of the ad in primetime. A strategic PR campaign steering the conversation towards what real people look like when unfiltered and not sexualised.