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 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.

Created by LOLA MullenLowe in Madrid with artworks by illustrator Thomas Danthony, the billboards and mural are grown-up and stylish but without going down the sexy ice-cream route. And I love the subtle use of the distinctive Magnum shape throughout – elegant and eye-catching work.

Agency: LOLA Mullen Lowe, Madrid
Illustrator: Thomas Danthony
Illustration Agency: Handsome Frank