Axe - "Baby"

Created alongside its global creative agency, LOLA MullenLowe, Magnum brings its unmistakable thick, cracking chocolate sound into the spotlight.

The brand is committed to keeping its chocolate coating as thick as possible, making each bite so loud that it enhances the indulgence of every ice cream in its portfolio. But while consumers love it, the rest of the world may not be as thrilled.

Elegance, pleasure, and chaos collide in a series of slow-motion films directed by Martin Werner, capturing the reactions triggered by an innocent yet loud Magnum bite. These films take viewers on a journey through a walk in the park, a silent library, a highly competitive pool match, and a relaxing evening at home.

Set to roll out across cinema, TV, and digital platforms, the campaign will launch in multiple markets worldwide, including Europe, the UK, and Turkey. Each film is accompanied by matching print and OOH materials that capture the world's exact reaction when our lead characters give in to pleasure.

“For 35 years, generations of Magnum lovers experienced Magnum in different flavours and formats, but the one thing that everyone loves the most, never changed: its thick cracking chocolate and the timeless sound that marks the beginning of true pleasure. So timeless that still after 35 years, it went organically viral again a few months ago with fans calling it ‘the best sound of the world’. So here we’re giving fans what they love the most back again. This campaign is a tribute to what makes Magnum, Magnum with a series of films by our beloved agency LOLA who have been instrumental in crafting what makes Magnum from early days”, says Tugce Aksoy, Global Brand Director.

"This campaign doesn’t just advertise a product, it reinforces Magnum’s status as the icon of pleasure, even if it means creating some mess along the way", says Tomás Ostiglia, ECD at LOLA MullenLowe.