Unilever ice cream brand Magnum features a stylish gay wedding in its latest spot from Spain, and introduces a new tagline: “Pleasure is diverse.”
The ad, directed by Martin Werner of Bacon for Lola Mullen Lowe, sees the glowing bride walking up the aisle to meet her intended, another beautiful woman. It’s charmingly romantic and in tune with the times — even if the product shot at the end of the ad, where they’re both eating a Magnum, seems a little bit like an afterthought.
Magnum shared some of its thoughts about the campaign on its website, where it writes, “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.”
This article was first published on creativity-online.com