MADRID, SPAIN — Magnum is making noise, literally and deliciously as it unveils a bold new campaign crafted in collaboration with creative partner LOLA MullenLowe. At the heart of it all is that iconic, indulgent crack of thick chocolate coating that Magnum now brings to center stage.
For decades, Magnum has stayed true to one promise: a chocolate shell so decadently thick, it doesn’t just melt, it breaks. And while fans across the globe have long relished that first bite, the brand’s latest campaign explores what happens when that pleasure-filled crunch echoes a little louder than expected.
Enter a cinematic series of slow-motion vignettes, directed by the acclaimed Martin Werner. Each film is a masterclass in tension and indulgence, capturing the ripple effect of a single, crunchy bite in the most unexpected places: a serene park stroll, a hushed library, a fiercely focused pool match, and even a cozy night in. In true Magnum fashion, elegance meets disruption, and desire finds its way into everyday moments with a delicious bang.
Set to roll out across TV, cinema, and digital screens globally including key markets like Europe, the UK, and Turkey, the campaign is supported by striking print and OOH executions that mirror the exact moment indulgence breaks the silence.
“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.
