The stats have been telling brands for many years that the older generations are vibrant people looking for new adventures. Kudos to Magnum, Lola MullenLowe and Bacon director, Martin Werner, for recognising it. Kudos, too, for giving them elegance and sensuality.
Magnum ice cream has given the older generations The Pleasure Residence – and Magnum. This may well be the first mainstream brand to target the older generation specifically? Older people are usually stocking fillers in ads if they appear at all.
The hero film is an opulent, cinematic fantasy. If it doesn’t make you feel the thrills of escapism and indulgence, please check that you have a pulse. It’s also a commercial whose message, «you can get old or get classic», clearly references the ice cream also. Magnum was born in 1989, but in ice cream years, thirty-year is definitely maturity.
And in an industry full of work that likes to think it has “disrupted” the status quo, this has.
Credits:
Client: Magnum
Client Team: Julien Barreaux & Ben Curtis
Agency: Lola Mullen Lowe
Creative Director: Tomas Ostiglia
Directed by Martin Werner
Produced by Proppa (Propaganda Producciones)
Executive Producer: Pablo Martinez
Line Producer: Cristina Sancayo
Service Production Company: Ready to Shoot (Portugal)
Line Producer RTS: Margarida Adonis
Director of Photography Nicolaj Bruel
Production Designer: Peter Grant
Art Director: Pedro Santarem
Stylist: Melanie Buchave
Make-up: Manel Rosa
Editing: Nicolaj Monberg
Post-Production: Bacon X
Colour: Bacon X
Sound Design: Ballad
