Unilever is, if not abandoning, paring back its ‘purpose’ obsession to concentrate on flogging more of its flagship brands – pretty reasonable if you make consumer products – and one such is Magnum.
Magnum is something of a marketing triumph, ice cream aficionados are likely to head in the opposite direction as fast as they can but, somehow or other, it still sells by the shed-load (refrigerated version.) Maybe a good old case of the advertising being the product.
Lola MullenLowe in Spain can usually be relied on to produce something different and it has here: ‘Find your summer’ it says to ice lolly fans in the still-chilly Northern hemisphere (looks this was shot in Grand Central/NYC.)
Clever, different, what’s not to like (maybe a Magnum?)
MAA creative scale: 8.5.
PS Good to see the Lowe network can still produce the goods but why doesn’t IPG drop the Mullen? Doesn’t mean anything outside the US and doesn’t sound creative at all.
