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A boy acts as a messenger for a small Icelandic town that only has one telephone in a sweet ad for Arla's yoghurt brand Skyr.

Wieden & Kennedy London created the spot, which is set in the 60s and shows the boy fuelling up on Skyr before setting out to deliver messages – some serious, some trivial – to the town folk. Arla introduced its new product to the UK on 19 April and began with a 90-second TV ad. The campaign will also run in markets including Germany and Holland.