If only everything you loved was squidgy and filled with delicious gelato ice-cream…
Mochi-style ice cream brand Little Moons is back on our TV screens, whisking viewers into a whimsical world where the lines between reality and dessert blur. In their latest advertisement, created by the inventive minds at Lucky Generals, a surreal vision unfolds, leaving audiences both amused and craving the sweet, squidgy treat.
A Sweet, Surreal Vision
The 30-second spot opens with a woman lounging comfortably on her sofa, enjoying a Little Moon mochi. As she bites into the treat, her imagination runs wild, transforming her partner beside her into a life-sized piece of delectable ice cream. Despite a hint of playful cannibalism, the ad stays true to Little Moons’ quirky tone, encapsulating the brand’s unique charm and driving home its message just in time for summer.
“Over the last three years, Little Moons has had a stellar rise and become one of the biggest ice cream brands in the country, but the majority of Britons still aren’t familiar with us,” says Ross Farquhar, Little Moons’ marketing director. This campaign aims to change that by introducing their delicious gelato wrapped in squidgy mochi dough in a delightful and unforgettable manner.
Building a Playful Brand World
Directed by Arthur Studholme of Magna Studios, the advertisement is a visual feast, perfectly in sync with Little Moons’ ‘Ice cream from another world’ brand platform. It targets a core audience of affluent young women, tapping into their desire for both indulgence and whimsy.
“Making an ad about the layers in a product could easily become a little predictable,” admit Lucky Generals’ creative directors Tom Prendergast and Joe Stamp. “But when you’ve got an almost indescribably delicious product and a playful brand world to build from, it was a no-brainer for us to lean in, and take a big bite…”
The result is a colourful clip that is set to make waves during the crucial summer period, bolstering brand recognition and creating a lasting impression.
Strategy and Creative Insight
The success of this campaign lies in its ability to capture the essence of Little Moons – a blend of delightful indulgence and playful imagination. The creative strategy leans heavily on the sensory appeal of the product, using vivid, surreal imagery to engage viewers emotionally and sensorially. By visualising the ice cream in unexpected and delightful ways, the ad not only entertains but also cements the product’s unique selling points in the minds of consumers.
Lucky Generals’ approach underscores the importance of aligning creative execution with brand identity. By embracing the quirky, otherworldly qualities of Little Moons, the agency has crafted a narrative that resonates with the target demographic’s desire for novelty and luxury.
Driving Salience in a Competitive Market
In a market saturated with ice cream brands, standing out is no easy feat. However, Little Moons’ latest campaign is a testament to the power of imaginative advertising. By creating a world where loved ones can be as delightful as the treats themselves, the ad not only entertains but also reinforces brand recognition and preference.
As summer heats up, Little Moons’ gelato-filled mochi is set to become a must-have indulgence, thanks to a campaign that perfectly marries insight, strategy, and creative execution. For those who dream of a world filled with delicious gelato, Little Moons is making that fantasy a little more real – and a lot more fun.
