Loftur Guðmundsson films the Icelandic industry. Although only a few industrial companies are shown. They are, Ölgerðin Egil Skallagrímsson, Brjóstsykurverksmiðjan Nói, Kaffibrennsla Ó Johnson & Kaaber, Verksmiðjan Hreinn, Kornmylla and Mjólkurstöð Mjólkurfélag Reykjavíkur. In the film you can see a machine culture that is rising up in the city. However, the aforementioned companies paid Loftur for the film and it can therefore be said that this is an advertisement for individual companies.