Seen+Noted: Magnum and LOLA MullenLowe say Stick to the Original via humorous new spot

Magnum ice cream has launched a new campaign via LOLA MullenLowe Madrid that addresses its copycats with humour and encourages people to ‘Stick to the Original.’

As consumers began referring to Magnum imitations as ‘Magnum-like’ ice creams, the brand saw an opportunity to showcase why only Magnum is “like Magnum”.

The film tells the story of a woman who discovers that her partner has been buying fake Magnum ice creams all along. And from there, everything falls apart.

Tomás Ostiglia, Executive Creative Director, LOLA MullenLowe Madrid, said: “With this campaign, we aimed to demonstrate not only that a category referent can address new brands with elegance but also that a brand like Magnum can communicate with humour, if done with good taste.”

Benjamin Curtis, VP, Magnum London, said: “At Magnum, we work really hard to make the highest quality, indulgent ice cream products, and we wanted to find a fresh way to tell our audience why it’s worth it for them to ‘stick to the original.’ LOLA Mullenlowe came up with a brilliant and funny way to dramatize our commitment to delivering true superior pleasure every time.”

Credits
Client
Chief Marketing Officer Julien Barraux
Vice President Benjamin Curtis
Marketing Manager Denise van Strien
Brand Manager Matteo Mozetic
Brand Manager Denis Antonius
Brand Manager Ying Hu

Agency
Executive Creative Director Tomas Ostiglia
Creative Director Jorge Zacher
Creative Director Kevin Cabuli
Creative Augusto Callegari
Creative Pedro Mezzini
Art Director Alan Chung
Producer Marina Saro
Design Director Yan Graller
Managing Director Tom Elliston
Account Director Catalina Aguirre
Account Handling Cristina Panea
Account Executive Sofía Perez
Head of Planning Camila Facín
Strategy Manager Bruno Yanagui
Head of Production Felipe Calviño

Production – Proppa
Director Martin Werner
Executive Producer Pablo Martinez
Line Producer Cristina Sancayo
Director of Photography Nicolaj Bruel
Art Director Peter Grant
Wardrobe Melanie Buchave
Production Bacon

Production Service Film Squad
Producer Istvan Major
Post Production / VFX BaconX
Editor Rasmus Nyholm Schmidt
Creative Director Ditte Marie Ludvigsen
Executive Creative Director Jan Tvilling
VFX Supervisor Thomas Haas-Christensen
Executive Producer Eliana Carranza-Pitcher
Head of Production Cilie Kragegaard
VFX Producer Lorène Lescanne
VFX Producer Emilie Lausch
Post Production Assistant Denise Borré
Compositing Thomas Banner
Compositing Mikkel Hansen
Compositing Kai Hauswirth
Compositing Oliver Buus
Compositing Mario Maruska
CG Lead Thomas Haas-Christensen
CG Artist Asger Langhoff
CG Artist Julia Forsman
CG Artist Arthur Dalvig
CG Artist David Ryberg Lessel
CG Artist Rickard Didriksson
Colourist Hannibal Lang
Conform Søren Knudsen
Conform Oliver Wozny
Animation Gabi Popov
Animation Cathrine Baab Holm
Storyboard Artist Costanza Degli Abbati
Concept Artist Emma Bielokostolská
Post Production / VFX Copenhagen Rig
Music / Sound Big Sync Music
Music Supervisor Alicia Leinot
Music Supervisor Calum Price
Creative Director Justin ‘Commie’ McMullen
Producer Silva Screen
Sound Designer Ballad
Sound Designer Adrian Aurelius
Executive Producer Gregers Maersk Moeller