This campaign is about the effect that a Wall’s popsicle has when it comes to downplaying seriousness. To show this in a symbolic manner, we chose to portray it with serious and formal characters : a general, a sheriff and a judge. At first we see them in their formal attire, holding up an unopened popsicle. Right after, we see that the popsicle’s packaging has dropped off, just like the character’s clothings, and thus eliminating all seriousness.