The ad, directed by Martin Werner of Bacon for Madrid agency 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.
“The idea for The Ceremony arises from a direction that both the brand and agency have been moving towards, where the territory of pleasure is being redefined. For each individual pleasure is something different, and we feel that it is our duty to support pleasure in all its nuances to create social change and support diversity and equality,” says Tomás Ostiglia, Global Creative Director at LOLA MullenLowe.
The ad was created in Spain, and is running online worldwide, and in some countries such as Australia, on TV and in cinemas.
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.”
Agency: LOLA MullenLowe
Chief Creative Officer: Chacho Puebla
Creative Director: Tomás Ostiglia (Global)
Copywriter: Tomás Ostiglia, André Toledo, Hetu Negri
Art Director: Lucas Reis
Executive Creative Director: Pancho Cassis
Business Director: Tom O’Brien (Global)
Account Manager: Marie Lee
Account Director: Carlos Solchaga (Global)
Producer: Florencia Caputo
Strategy Director: Amaya Coronado
Senior Planner: Elena Puerta
Source: Creativity Online