This ad is designed to provoke some type of melting effect, and has proven to be too hot for some countries - but amazingly enough has been cleared to run in the UK, otherwise known for their prudishness.

Ad Agency: McCann Erickson
Director: Bruno Aveillan

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Comments (3)

  • Neo's picture
    Neo

    If tag copied axe/lynx strategy, did Magnum copy Häagen-Daz sex=ice cream strategy?

    Apr 05, 2005
  • Dabitch's picture
    Dabitch

    It does seem like it..... Makes you wonder what people are revealing about their ice-cream habits in them focus groups. ;)

    Apr 08, 2005
  • AnonymousCoward's picture
    AnonymousCoward (not verified)

    first saw this at the cinema (actually, this ad was what brought me to this site), it's really effective, and for a change, it actually makes you remember what it was that was being advertised

    Jun 23, 2005

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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.