Cannes Lions

MAGNUM ICE CREAM

LOLA, Madrid / UNILEVER / 2010

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A couple of married thieves are after 75 million pieces of gold. At least that’s what the husband (Benicio Del Toro) thinks. After planning and executing the perfect heist he enters the vault only to find out that inside instead of the precious metal there are 75 million pieces of the new Magnum Gold, the first ever golden Ice cream. It is obvious to him that she knew it all along. But how are they going to take all those ice cream home? The answer becomes apparent when we see Benicio Del Toro and his wife involved in high-speed pursuit. Police cars and a SWAT team are trying to stop their getaway vehicle: an 18 wheeler loaded with the 75 million Magnum Gold ice cream they’ve just stolen. Suddenly Benicio jumps on the breaks for no apparent reason. When the truck comes to a halt we see an outdoor advertising that announces that the new Magnum Gold will be available tomorrow. He just can’t believe she couldn’t wait for just one day.

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