Celebrity Drag Queens Star in LOLA's Bold New Magnum Spot

Magnum’s brand philosophy is that a day without pleasure is a day lost. ´Be True To Your Pleasure´ puts a spotlight on the ways one unique group of individuals embrace their personal pleasure in a courageous way. The story is told in an effort to inspire and encourage all people to be true to their own version of pleasure. This creative strategy has been building for the past five years when the brand took a strategic shift away from hidden, private pleasures to more out in the open, self-expressive ways of enjoyment.

The film tells the story of three inspirational drag queens that embrace the opportunity to indulge their personal pleasure, being true to what matters to them.

“We are thrilled to be launching ´Be True to Your Pleasure´ as a beautiful illustration of Magnum’s philosophy. Everything we do at Magnum is about inspiring, enabling and daring people to take that moment of pleasure for themselves. It doesn’t matter who you are, or what you take pleasure in; this film has been created to inspire you to seize it. Indulge it. Most of all, enjoy it.”, says Sophie Galvani, Global Brand Vice President – Magnum at Unilever.

The campaign was created by LOLA the global creative agency for Magnum since 2008 and the creative hub of the Mullen Lowe Group in Spain. “Working with our client to shift the brand’s strategy over the last five years transformed its point of view on pleasure and in turn, made the brand relevant to more people around the globe. This created a tremendous, lasting impact on the business,” says Miguel Simoes, CEO of LOLA.

Magnum Ice Cream is currently valued a 1.2 billion euros and has seen a 40% growth in business over the past 5 years.

´Be True To Your Pleasure´ stars famed entertainer and recording artist Wilam Belli, as well as Gregory Woo and James Charis. The film was shot in Los Angeles by award winning director Martin Werner and produced by Propaganda/Bacon with music by Big Sync Music.