This new Magnum ad campaign puts me in the mood for summer

Magnum has taken in an unexpectedly elegant and stylish route in its new advertising campaign, which stands out in a sea of mediocre billboard advertising.

Ice cream advertising usually goes one of two ways: seduction with an ice cream as a prop, or brightly coloured family-friendly excitement. Both routes now feel pretty hackneyed, so this new campaign for Magnum, currently appearing on various sites across London, is by contrast a breath of fresh air.

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Maidenhead, Berkshire