Magnum has long traded upon the challenging idea that supermodels regularly chow down on its choc-ice cream confections. Its new ad – its first big push since being spun off from Unilever – sees it lean further into the fashion world.
It works a treat. Inside the ‘House of Magnum’, parallels between couture and ice cream are cleverly drawn, from the careful crafting of lolly sticks to the sewing shut of wrappers. In between, designers sketch wardrobe items in shades of pistachio green and chocolate brown smartly matched to the brand’s La Pistache treat. A woman in a ridiculous Tudor ruff oversees everything, and seems pleased as her model takes a (noisy) bite on the catwalk.
And why shouldn’t she? The clothes – particularly the shoes – look great, as do the Magnums. It’s bang on brand: reassuringly familiar, premium and with a lively hint of rebellion.
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