Unilever continue their ongoing commitment to promote diversity with their new ad for their Magnum ice cream range, ‘The Ceremony’.
The film is currently on air in Australia and will be rolling out in other markets. The ad is designed to inspire people to experience more pleasure by being true to themselves. The soundtrack is a cover of Bob Marley’s Is This Love, performed by Corinne Bailey Rae. ‘The Ceremony’ was created by Lucas Reis, Tomás Ostiglia, André Toledo and Hetu Negri at Lola MullenLowe, and directed by Martin Werner through Proppa&Bacon.
Magnum states:
“As huge supporters of all things pleasurable, we feel it’s our duty to encourage, endorse and celebrate an acceptance of people brave enough to stand up for who they are. How you live your life is a decision only you can make, but by deciding to be true to yourself we think you’re contributing a little more individual freedom and a little more individual pleasure to the wonderfully diverse canvas of our society.
It’s this diversity that we believe should be positively championed, promoted and treasured. After all, a day without pleasure is a day lost—we’re only here for a finite number of turns around the sun, so there’s no point wasting time. We all deserve to experience more pleasure in life by being true to who we really are.”
Spanish Agency Lola Mullenlowe said:
“The idea for The Ceremony arises from a direction that both the brand and agency have been moving towards, where the territory of pleasure is being redefined from hidden pleasure to out in the open pleasure.
As huge supporters of all things pleasurable, we feel it’s our duty to encourage, endorse and celebrate an acceptance of people brave enough to stand up for who they are.
How you live your life is a decision only you can make, but by deciding to be true to yourself we think you’re contributing a little more individual freedom and a little more individual pleasure to the wonderfully diverse canvas of our society”
Links
http://www.magnumicecream.com/au/pleasure-is-diverse.html
http://lola-mullenlowe.com/work/Snacks/Magnum-Wedding.html
