Gay-Inclusive Icelandic Glacial Water Campaign Promotes “Pure Authenticity”

"People respond to me because I’ve always been true to myself," says fashion icon Nick Wooster.

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Bottled spring water company Icelandic Glacial has launched a new ad campaign toasting personal authenticity in the face of adversity and discrimination.

Equating “purity of character with the purity of what you put in your body,” the campaign features men’s fashion icon and street style expert Nick Wooster, who has worked with brands such as Calvin Klein, Polo Ralph Lauren, and Thom Browne.

Nick Wooster

“I was always the kid who did his own thing,” says Wooster in a campaign video about growing up gay in 1970s Kansas. “I honestly believe that people respond to me because I’ve always been true to myself. I’ve always been authentic. I’ve been authentically me. And it’s the only thing I know how to do.”

The campaign also stars curvy Sports Illustrated model Hunter McGrady, Senegalese model Khoudia Diop, and male model Broderick Hunter, who have all triumphed over rejection.

“We hope that these stories encourage people to embrace their authentic selves,” says Icelandic Glacial CEO Reza Mirza in a statement. “Our brand starts with authenticity at its core and this permeates everything we do as a company.”


In addition to the digital videos, the “Pure Authenticity” campaign includes billboards, print ads, and New York subway posters.

Icelandic Glacier drew attention last year for a viral commercial in which shirtless Instastud Brock O’Hurn distracts both female and male office workers. The company also partnered with Cher to donate more than 181,000 bottles to Flint, Michigan residents who found their water supply tainted by lead contamination.

Watch Wooster’s “Pure Authenticity” video below.

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