Inspired by the classic Diet Coke commercial, this modern version of the spot features a number of women in the office who stop everything they're doing because it's 10:30. They all appear at the window facing a beach to watch a hunky, bearded and long-haired male surfer (Brock O'Hurn) take off his wet suit. The women all lick their lips and are joined by one man with gaping eyes. At the end, one woman asks him, "Same time tomorrow?" Still staring out, he smiles and says "Mhmmm."

Icelandic Water Holdings chairman Jón Ólafsson told Gay Iceland, " "I don’t discriminate between people based on their sexuality or their gender, race, faiths etcetera. In my mind people are people; either they’re good human beings, beautiful on the inside, or they’re not. Simple as that. And I believe people have the right to be who they are; that’s just basic human rights."