Friendly's: Be Friendly. Get Friendly's by Forsman & Bodenfors

A new campaign, 'Be Friendly. Get Friendly’s,' from Friendly’s Ice Cream and Forsman & Bodenfors New York features two humorous spots directed by Jared Lapidus.

The campaign shows that every day is more fun and friendly with Friendly’s, featuring the popular Friendly’s Sundae Cups and the new Friendly’s Dessert Cups.

'Sharing' shows a woman eating a Friendly’s Dessert Cup, who is asked by her husband where she got it. “I did something friendly and it just showed up,” she says. “So if you’re friendly enough to give your Friendly’s Dessert Cup, another would just appear?” he asks. She hands him the cup and voila, another Friendly’s Dessert Cup magically appears.

In contrast, the second spot, 'Siblings,' shows a sister making an unfriendly comment to her curious brother, which in turn makes her Friendly’s sundae cup disappear. She quickly makes a friendly comment and magically gets her sundae cup back, to the shock of her brother.

For the social component, a new social presence for Friendly’s Ice Cream (@friendlys_icecream) will be launched and the chain will be inviting people to do something friendly with the chance of being rewarded with Friendly’s Ice Cream.