Ice cream ad featuring Rachel Bilson launches in North America

An ice cream ad directed by designer Karl Lagerfeld and featuring trendsetting starlet Rachel Bilson premiered at the Tribeca Film Festival Thursday night in New York.

The first of three short video montages for ice cream maker Magnum, "Photo Mood," made its movie debut  and can now be seen online at www.magnumicecream.com.

The star-studded ad campaign was to help launch Magnum into the US market. The frozen dessert bar will be making an aggressive play at market share currently dominated by Dove ice cream bars and Häagen-Dazs. Though a leading brand in the UK, where it was launched in 1987, Spain and the Netherlands, it is relatively unknown in North America.

In "Photo Shoot," Bilson plays an irritated model who seeks reprieve from the entourage of stylists and makeup artists with a Magnum bar. Lagerfeld also chose his fashion muse, model Baptiste Giabiconi, to play the photographer.

The other two vignettes, in which Bilson plays an art student and a prima ballerina, roll out over the next three weeks.

Using high profile celebrity endorsements in short film montages is a favorite marketing strategy for the Unilever brand. In 2008, Desperate Housewives star Eva Longoria was cast in a series of sexy, glamorous ads to endorse the brand. Benicio Del Toro of Traffic and Snatch fame, also peddled the brand's Magnum Gold series.

Magnum ice cream bars are now available in US grocery retailers nationwide, including Walmart, Target, Safeway and Kroger, and are available in flavors like chocolate-covered vanilla, almond and caramel ice cream.

The bars will be available in 3-count multipacks for the suggested retail price of $3.99 or individually for a suggested retail price of $2.59.

To watch the video, visit www.magnumicecream.com/ .

 

News
peopleFrankie Boyle responds to referendum result in characteristically offensive style
Sport
Lewis Hamilton will start the Singapore Grand Prix from pole, with Nico Rosberg second and Daniel Ricciardo third
F1... for floodlit Singapore Grand Prix
Arts and Entertainment
'New Tricks' star Dennis Waterman is departing from the show after he completes filming on two more episodes
tvHe is only remaining member of original cast
Arts and Entertainment
tvHighs and lows of the cast's careers since 2004
PROMOTED VIDEO
Life and Style
ebooksA superb mix of recipes serving up the freshest of local produce in a delicious range of styles
Life and Style
ebooksFrom the lifespan of a slug to the distance to the Sun: answers to 500 questions from readers
Sport
Fans hold up a scarf at West Ham vs Liverpool
footballAfter Arsenal's clear victory, focus turns to West Ham vs Liverpool
New Articles
i100... she's just started school
News
news
New Articles
i100
Life and Style
Couples have been having sex less in 2014, according to a new survey
life
Arts and Entertainment
musicBiographer Hunter Davies has collected nearly a hundred original manuscripts
Sport
football
New Articles
i100... despite rising prices
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

ES Rentals

    iJobs Job Widget
    iJobs Food & Drink

    IT Administrator - Graduate

    £18000 Per Annum: Clearwater People Solutions Ltd: ***EXCELLENT OPPORTUNITY FO...

    USA/Florida Travel Consultants £30-50k OTE Essex

    Basic of £18,000 + commission, realistic OTE of £30-£50k : Ocean Holidays: Le...

    Marketing Executive / Member Services Exec

    £20 - 26k + Benefits: Guru Careers: A Marketing Executive / Member Services Ex...

    Sales Account Manager

    £15,000 - £25,000: Recruitment Genius: A fantastic opportunity has arisen for ...

    Day In a Page

    Scottish referendum: The Yes vote was the love that dared speak its name, but it was not to be

    Despite the result, this is the end of the status quo

    Boyd Tonkin on the fall-out from the Scottish referendum
    Manolo Blahnik: The high priest of heels talks flats, Englishness, and why he loves Mary Beard

    Manolo Blahnik: Flats, Englishness, and Mary Beard

    The shoe designer who has been dubbed 'the patron saint of the stiletto'
    The Beatles biographer reveals exclusive original manuscripts of some of the best pop songs ever written

    Scrambled eggs and LSD

    Behind The Beatles' lyrics - thanks to Hunter Davis's original manuscript copies
    'Normcore' fashion: Blending in is the new standing out in latest catwalk non-trend

    'Normcore': Blending in is the new standing out

    Just when fashion was in grave danger of running out of trends, it only went and invented the non-trend. Rebecca Gonsalves investigates
    Dance’s new leading ladies fight back: How female vocalists are now writing their own hits

    New leading ladies of dance fight back

    How female vocalists are now writing their own hits
    Mystery of the Ground Zero wedding photo

    A shot in the dark

    Mystery of the wedding photo from Ground Zero
    His life, the universe and everything

    His life, the universe and everything

    New biography sheds light on comic genius of Douglas Adams
    Save us from small screen superheroes

    Save us from small screen superheroes

    Shows like Agents of S.H.I.E.L.D are little more than marketing tools
    Reach for the skies

    Reach for the skies

    From pools to football pitches, rooftop living is looking up
    These are the 12 best hotel spas in the UK

    12 best hotel spas in the UK

    Some hotels go all out on facilities; others stand out for the sheer quality of treatments
    These Iranian-controlled Shia militias used to specialise in killing American soldiers. Now they are fighting Isis, backed up by US airstrikes

    Widespread fear of Isis is producing strange bedfellows

    Iranian-controlled Shia militias that used to kill American soldiers are now fighting Isis, helped by US airstrikes
    Topshop goes part Athena poster, part last spring Prada

    Topshop goes part Athena poster, part last spring Prada

    Shoppers don't come to Topshop for the unique
    How to make a Lego masterpiece

    How to make a Lego masterpiece

    Toy breaks out of the nursery and heads for the gallery
    Meet the ‘Endies’ – city dwellers who are too poor to have fun

    Meet the ‘Endies’ – city dwellers who are too poor to have fun

    Urbanites are cursed with an acronym pointing to Employed but No Disposable Income or Savings
    Paisley’s decision to make peace with IRA enemies might remind the Arabs of Sadat

    Ian Paisley’s decision to make peace with his IRA enemies

    His Save Ulster from Sodomy campaign would surely have been supported by many a Sunni imam