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Ad of the Day: Magnum reacts to UK meltdown with elegant ice-cream posters


By Amy Houston | Senior Reporter

July 20, 2022 | 3 min read

With temperatures in the UK soaring to a startling 40C, ice-cream makers Magnum and creative agency partner Lola MullenLowe Madrid released a poster campaign encouraging the public to enjoy one of its sweet treats, albeit quickly before it melts.


Too hot? Magnum encourages consumers to eat its ice cream quickly / Lola MullenLowe Madrid

This stylish campaign is comprised of five different poster designs that were distributed on bus shelters, with copy reading: ‘On the hottest day ever, enjoy it before it melts.’


“The whole of the UK is feeling the heat today, and what better time to cool down with a Magnum,” said Victoria Shimwell, marketing manager at Magnum UK&I.

“This fun yet elegant creative showcases how beautiful and appetizing Magnum can be, even when melting. We hope our Magnum ice-creams offer a much-needed moment of pleasure on the hottest day of the year.”

Blink and you might miss it, the campaign ran yesterday for one day only – but will continue to be amplified across social media.

Tomás Ostiglia, executive creative director at Lola MullenLowe, added: “The iconicity of the Magnum stick is what makes it possible to show a melting Magnum, while still making it look appetizing and elegant. We’re always on a quest to keep the brand delivering relevant work, but moreover, unexpected.”

Photographer Ed Sanca and illustrator Nicolas Germani were the creative duo behind the project.

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