Magnum Unwraps Fresh Batch of Artsy Ice Cream Commercials

It's time to 'Schedule the Sun'

It’s winter. So … time for ice cream! Magnum and LOLA Madrid reprise their lauded black-and-white creative approach in films, digital, OOH and print dropping today across the U.K., France and China.

Now, to spur off-season sales, dramatic sunshine silhouettes take on familiar, tasty forms…

It’s like Ingmar Bergman made ice cream commercials. (And if he was around today, dude would fire up AI and do just that.) In fact, Leslie Zhang and Da Dong directed via Lunar Films Shanghai.

“The original idea came from a simple tension: ice cream sales drop in winter, yet the desire for pleasure doesn’t,” says agency ECD Tomás Ostiglia. “This next chapter builds on that platform by turning sunlight into something people can act on—not just a feeling, but a reason to indulge.”

“With ‘Schedule the Sun,’ Magnum evolves the ‘Find Your summer’ platform while maintaining its distinctive identity,” adds brand global VP Goze Iscan. The push “celebrates fleeting moments of warmth” and “invites people to savor” such experiences (along with Magnum bars, natch.)

As part of the campaign, viewers can opt in for weather updates to follow the sunshine. Overall, the work succeeds by defying category expectations. Some might find Its brooding, noir sensibility irresistible.