Magnum Unwraps Fresh Batch of Artsy Ice Cream Commercials

It's time to 'Schedule the Sun'

It’s winter. Time for edgy ice cream! Magnum and LOLA Madrid reprise their brooding black-and-white aesthetic 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 get on the stick.) 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 noir sensibility irresistible.

At first, posters were planned as the crux of the campaign. “But then we asked ourselves what if they breathed? What if that beam of sunlight, shaped like a Magnum, didn’t just sit on a wall but moved, lived, touched people?” Ostiglia tells Muse.

“The moment it came to life, it stopped being a print idea and became something cinematic. Those moving pieces evolved into a series of idents—small, elegant interruptions designed to invite people to schedule the sun. Not shout about it. Simply suggest it.”

During the shoot, “the mood was focused, almost reverential,” he recalls. “When you’re working with light as your main character, the atmosphere becomes patient. Precise. You build the conditions, and then you wait for the magic to land in the lens.”

If you were wondering about AI and digital trickery—nope, the team relied on practical effects.

“We built bespoke sets designed specifically to cast the Magnum silhouette through carefully engineered lighting,” Ostiglia recalls. “It’s a quiet homage to cinema, to doing things physically, sculpting with shadow and beam, allowing light to wrap around the actors in a way that feels tangible. The warmth you see isn’t simulated. It happened for real.”

“That required precisión in construction and everything else. When something is practical, there’s nowhere to hide. It either works or it doesn’t. But that honesty is also its power. When light is real, the feeling is real. And that’s what we were chasing.”