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The ad effectively uses a strong visual metaphor to convey the idea of scheduling pleasure, which is both clever and memorable. The minimalist style adds to the luxury feel, making it appealing to the target audience.
Luxury
The viewer starts with curiosity, transitions to a sense of luxury and indulgence, and ends with a desire for the product.
A person is seen lying on a beach, with a shadow of a calendar grid cast over them.
Schedule the Sun
Magnum ice cream allows you to enjoy the pleasure of the sun at any time.
Enjoy Magnum ice cream to experience pleasure at any time.
Adults who enjoy premium ice cream and seek luxury experiences.
High
$50K–$200K
Medium — The visual metaphor is strong but requires interpretation.