Holiday campaigns usually give us twinkly lights, pets in scarves, or an old man with a white beard and a sack full of gifts. Icelandair went in the opposite direction — and it worked. The airline has taken one of Iceland’s eeriest legends, the Jólakötturinn (the Yule Cat), and turned it into a surprisingly warm, layered Christmas message with bite — metaphorically speaking.
For the uninitiated, the Yule Cat isn’t a cuddly holiday mascot. In Icelandic folklore, this mythical beast prowls snowy nights, eyeing those who haven’t been gift-ready. According to legend, anyone who doesn’t receive new clothes before Christmas risks being eaten by the enormous feline. Yep. Friendly.
But Icelandair and creative partner Hvíta húsið didn’t lean into fear. They leaned into empathy. In the film, a young boy stumbles upon a lonely, ragged Yule Cat and — instead of fleeing — decides to help it get “holiday ready.” He teaches it manners, styles its fur, and essentially invites it into the warmth of human connection. The result is part fairy tale and part tender look at what we owe one another in a season that’s too often reduced to hustle and spending.
Visually, the campaign is breathtaking. The snowy Icelandic landscapes, textured furs, and subtle lighting create an atmosphere that’s both mythical and grounded. There’s an old-world texture to it, like a painting you’d find in a museum — but with the accessibility of a modern holiday film. The Yule Cat here feels like a creature caught between legend and vulnerability, a beast with the capacity for warmth if given care instead of fear.
This approach is in sync with Iceland’s rich seasonal folklore. In Icelandic culture, the Yule Cat and its companions — the 13 Yule Lads — were traditionally used to encourage generosity and industriousness. Icelandair flips it: generosity isn’t just a virtue, it’s the answer to isolation and misunderstanding.
And that feels like exactly the kind of holiday message the world needs right now — a reminder that even the scariest myths can be met with kindness, and that journeys — literal or emotional — are better when shared.
Even the scariest legends deserve a softer landing. — Julian Vega
