by Maria Lago, guest blogger
It’s a favorite among a lot of classics in Europe and the one ice cream brand that always had an intense marketing presence internationally.
As a kid, I never realized, but as I got older I noticed the Magnum Ice Cream posters at the airports, pubs, malls and such were actually pretty racy and depicted quite a sexiness about them.
Even though it’s only ice cream, the campaigns have always been very sexual.
I suppose internationally that isn’t a problem, since a simple body wash commercial in Europe will show a woman in the shower using a loofah with her breasts exposed in the middle of the afternoon.
Europe and other parts of the world have always been more liberal in that respect.
Finally, the other day I see a commercial where the voice-over guy is announcing the introduction of the brand to the United States for the very first time in its 20-years of existence.
You can imagine how psyched I was to learn the news!
I immediately wanted to know who was fronting the U.S. ad campaign knowing it would have to be a very young and sexy girl.
One quick Google search brought me to Rachel Bilson, who wasn’t surprising to me since she actually resembles the Magnum girl that has been on the campaigns in Europe for years. (Seen pictured in first photo)
This same poster has been seen many times by me and is still currently being displayed at the Santiago de Compostela airport where I land every summer.
Now Magnum chose Rachel Bilson… though that’s not even all of it!
Along with her, the brand knew they had to come big and let’s face it, who’s bigger than Channel’s designer Karl Lagerfeld?
The industry calls him Uncle Karl, and Uncle Karl cannot just do any ol’ regular 30 second commercial and place between breaks on TBS.
Nope, this called for way more, and that to him means 3 part short film commercials debuting at the Tribeca Film Festival.
There, Bilson told Women’s Wear Daily:
“I was just so excited. I mean, I got to work with Karl Lagerfeld!? I would have done anything. And eating ice cream isn’t too bad!”
Now that’s a magnum introduction!
The first part is called Photo Mood which features Bilson playing a model being photographed who ends up having a fabulous shoot thanks to a few seconds of sneaking in a couple of bites of a Magnum ice cream bar, then back to work.
The next installments are yet to be released, but you can keep your eye out for Art Class, where she plays an art student and Applause where she plays a ballerina, possibly inspired by the success of Black Swan.
I doubt Rachel Bilson’s print ad campaigns will be anything like the ones plastered everywhere in Europe, but I’m pretty sure they will have some type of sex appeal which will keep consistent with the image of the brand.
Which one will be your favorite?
You can vote here!!!
**Photo credits: Â Magnum.com; Walmart.com; WWD.com
Maria Lago is the Owner & President of Three / events & pr, an Event Planning and Public Relations boutique firm based out of Westchester, NY. Maria is the founder of Three Gets Furry, an event dedicated to raise funds and awareness for the SPCA of Westchester. She attended St. John’s University majoring in Communications Arts and minoring in Public Relations. She loves Twitter, and blogging about fashion, events & pr chatter. Follow her @ThreeEventsPR and ‘like’ her on Facebook at Facebook.com/ThreeEventPR
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