In a witty new campaign, Magnum ice cream, through the creative minds at LOLA Mullenlowe, explores the humorous side of authenticity. The campaign, launched under the banner “Stick to the Original”, playfully delves into the consequences of settling for imitations.
A Journey of Discovery in a Relationship
The campaign’s central film follows a woman who stumbles upon a startling revelation: her partner has been purchasing counterfeit Magnum ice creams. This discovery sets her off on a comical journey throughout their home, where she uncovers various other deceits. From trophies that were bought rather than earned, to ridiculously light weights, the narrative humorously escalates to reveal even his moustache isn’t genuine.
The Final Act: Embracing Authenticity
The film concludes with the woman decisively driving away to purchase an authentic Magnum ice cream, leaving viewers with a clear message: there’s no substitute for the original.
Magnum: Laughing at the Counterfeits
Magnum’s campaign, now live in the UK, not only serves as an entertaining watch but also reinforces the brand’s premium status. It humorously positions Magnum as an irreplaceable original since 1989, amidst a market filled with replicas. The campaign extends across various media platforms, including TV, outdoor, print, point of sale, and digital channels, all echoing the “Stick to the Original” theme.
Brand and Creative Perspectives
Ben Curtis, Global Vice President of Magnum, highlights the brand’s dedication to crafting high-quality, indulgent ice cream products. He commends LOLA Mullenlowe for their innovative approach in communicating the value of sticking with the original. Tomás Ostiglia, Executive Creative Director at LOLA MullenLowe Madrid, adds that the campaign showcases Magnum’s ability to engage audiences with humor while maintaining class.
In conclusion, Magnum’s latest campaign cleverly uses humor to confront and mock the prevalence of imitations, reinforcing its own authentic and premium identity in the process.
