Everytime I see this Iceland Air ad on the subway, I can’t help but wonder why they’d use a picture of a man whose faced is covered with white stuff. How is this appealing? Why don’t they show some beautiful scenary of Iceland instead? As it turns out, the white stuff on the man’s face is called “silica mud” , a pure white geothermal mud that deep cleanses and exfoliates. My guess is that the man in the ad is in Blue Lagoon, a geothermal spa, a top tourist attraction in Iceland. Perhaps Iceland Air should put a little footnote or explanation in their ad as this is actually some pretty intriguing stuff…but people wouldn’t want to visit if they don’t know what the stuff is!