Magnum Ice Cream Takes Good-Humored Aim at Copycats

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

The deceptive dude in LOLA MullenLowe’s stylishly funny film is totally busted. He hasn’t just been “faking it” with Magnum Ice Cream, either. Pretty much everything about the guy turns out to be a lie:

Phony sports trophies. Giant barbells as light as a feather. Even his mustache was glued on!

It’s over, bro. She’s history. Enjoy the rest of your lookalike snack and empty life.

The tagline: “Stick to the Original.” (Now, that’s some genuine brand-based wordplay.)

Silky smooth visuals from director Martin Werner and editor Rasmus Nyholm Schmidt—plus the fun investigative vibe—make watching the spot a treat.

“We aimed to demonstrate not only that a category referent can address new brands with elegance but also that a brand like Magnum can communicate with humor, if done with good taste,” says LOLA MullenLowe executive creative director Tomás Ostiglia.

The push from the agency in Madrid just went live in the U.K. and includes OOH, print and point-of-sale elements.