Positioning Iceland as the go-to place to see the Northern Lights, a new mockumentary from Visit Iceland sees comedian Joe Thomas front an appreciation group ‘The A.U.R.O.R.A.S’: which stands for the Alliance of Ultra Reliable Observers Ready for Aurora Spotting.

Riffing on the Icelandic sense of humour to showcase how the country is the perfect Aurora-spotting destination, the campaign follows ‘The A.U.R.O.R.A.S’ as they make their way across Iceland. The group might have just three members, but they are recruiting and calling on people to join them on their light seeking quests.

At the heart of the campaign, a comedic video follows ‘The A.U.R.O.R.A.S’, a group made up of geeky front man Nigel, played by Joe Thomas, known for shows including The Inbetweeners and Fresh Meat. As well as random-detail-devotee co-founder Helga, and Doug, an American who seems to be in the club by accident, because as he explains; “whale-watching was full”. 

The trio makes their way around Iceland, looking at the Northern Lights from scenic rolling mountains, the famous hot spas and the streets of a town to underline that ‘they are visible anywhere’. With signature mockumentary deadpan humour, awkward looks to camera and over-enthusiasm from Nigel, the campaign is able to showcase the beauty of the country with a comedic tone. 

As light pollution continues to rise, Iceland remains one of the best places for travellers to truly experience dark skies. Unlike many aurora destinations that require long journeys into the wilderness, Iceland combines natural beauty with easy access to restaurants and cultural attractions. With increased solar activity bringing the Aurora Borealis closer to home for people in the UK, interest in the Northern Lights and astrotourism has skyrocketed. 

“At Visit Iceland, we wanted to create something that celebrates both the natural wonder of our destination and the playful, down-to-earth spirit that defines us,” said Oddný Arnarsdóttir, Head of Visit Iceland, adding: “The A.U.R.O.R.A.S. campaign captures that perfectly – turning the Northern Lights chase into a story full of humour, warmth, and Icelandic charm.”