Directed by Arni Thor Jonsson and developed with M+C Saatchi and Peel, Visit Iceland’s mockumentary introduces the A.U.R.O.R.A.S, a fictional fan club for aurora obsessives, spotlighting what tourists can get up to in Iceland.
This fictional club is at the centre of Visit Iceland’s new mockumentary on 22 October 2025, and stars comedian Joe Thomas (Inbetweeners, Fresh Meat), who plays Nigel, the group’s endearing and geeky leader. Nigel is a super nerd and has formed the A.U.R.O.R.A.S to help tourists get ‘aurora ready’. The group answers questions from their (33) fans, busts myths, and shares the best conditions in which to catch them, (clouds are BAD).
The new mockumentary was directed by UK-based and Icelandic-born Arni Thor and premieres on YouTube and on the Visit Iceland website, where anyone can join the exclusive club that is the A.U.R.O.R.A.S.
The club is recruiting. Anyone can join Nigel, and his deadly serious, random-detail-devotee co-founder that is Helga, and Doug, the excited American who seems to be in the club by accident, “because whale-watching was full”.
Visit Iceland’s website has unveiled a test to get new members certified.
“I had so much fun filming in Iceland. From the waterfall to the lagoon and the field full of wild horses, every place we went was beautiful. And yes, I saw the lights! Magical,” Joe Thomas said.
“The character I play, Nigel, is hilariously positive, and his fellow A.U.R.O.R.A.S, Doug and Helga, are equally hilarious in different ways. Their dynamic makes this film a real laugh. I would hugely recommend going to Iceland this winter, for the best chance at seeing the Northern Lights, but also for everything else you can see and do. The people are generous, kind, and don’t take themselves too seriously!” Thomas added.
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. There was a 92 per cent surge in searches for Iceland compared with the same period last year amongst UK travellers in particular.
As light pollution continues to rise around the world, Iceland remains one of the best places travellers can experience truly dark skies, sitting at roughly 65° north latitude, right in the aurora ‘sweet spot.’ Unlike many aurora destinations that require long journeys into the wilderness, Iceland combines incredible natural beauty, black sand beaches, glaciers, fjords, with easy access to restaurants, cultural attractions, and winter adventures like snowmobiling, whale watching, and geothermal spas. Even if the lights are fleeting, there’s always something unforgettable to do.
“The auroral oval is a ring-shaped zone around the magnetic poles where aurora activity is strongest and most frequent, and Iceland sits directly beneath it. Between September and April, Iceland experiences long nights and very little light pollution, so it is a great time to visit. The darkness extends for up to 20 hours a day in midwinter which gives multiple viewing windows each evening, increasing the odds of catching the lights, even if there are brief clouds…” local expert in dark skies Sævar Helgi Bragason said.
“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. 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,” Oddný Arnarsdóttir, head of Visit Iceland said.
Credits:
Brand: Iceland at Night
Brand: Glendale App
Brand: Visit Iceland
Head of Brand: Oddný Arnarsdóttir
Agency / Creative: M+C Saatchi UK
Director: Arni Thor Jonsson
