“He bought fake Magnum. What else has been fake in this relationship?” 

A new campaign for Magnum from LOLA Mullenlowe riffs on the concept of what it means when someone buys a fake Magnum, urging audiences to stick to the original.

The humorous campaign film tells the story of a woman who discovers that her partner has been buying fake Magnum ice creams. Upon finding out, the woman then begins to question what else in the relationship is fake, which is when everything starts to fall apart.

From first-place trophies bought instead of won, to weights as light as feathers when lifted, the woman walks through the home to uncover all the other places her partner has been cutting corners. Even his moustache is fake.

The campaign ends with the woman driving off to buy her own, original Magnum as audiences are left with the parting copy: stick to the original.

The hilarious campaign uses humour to underline Magnum's premium position in market. It shows that despite the many fakes and copies, the brand has been the original since 1989.

The campaign is now live in the UK and also includes a series of TV spot, outdoor, print advertising, point of sale and digital executions that further the ‘Stick to the Original’ messaging.

“At Magnum, we work really hard to make the highest quality, indulgent ice cream products, and we wanted to find a fresh way to tell our audience why it's worth it for them to 'stick to the original.' LOLA Mullenlowe came up with a brilliant and funny way to dramatize our commitment to delivering true superior pleasure every time," explains Ben Curtis, Global Vice President of Magnum London.

Tomás Ostiglia, Executive Creative Director, LOLA MullenLowe Madrid added: "With this campaign, we aimed to demonstrate that a brand like Magnum can communicate with humor, if done with good taste."

By acknowledging the imitations and poking fun at the fakes, Magnum is able to solidify its position within culture. Successfully using humour to remind audiences just how good the original is.