Ice-cream leads the way back to reality

Whether you're a devotee of the Metaverse and all things virtual, an aficionado of tangible pleasures, or both, here's an interesting bit of footage for you. Courtesy of Magnum ice-cream, which, according to Adbrands, is "No 1 in most of the 100 or so markets in which it is available, and the clear leader across Europe". The brand has been building its year-on-year profits helped by a luxury marketing approach: estimated global sales of Magnum stood at $3.8bn in 2020, with over one billion units sold annually. Its ads swirl around the concept of pleasure and use words such as 'rich', 'velvety', 'indulgence'. What do you think of this new departure in its advertising? A perfect illustration of how real-life pleasures cannot possibly be experienced in the developing world of virtual?

Keywords: Magnum Metaverse, ice-cream ads, Magnum ice-cream commercials, metaverse, LOLA MullenLowe Madrid