Published on

February 25, 2024

How Magnum are taking aim at fakes with "Stick to the Original"

Ewan Patel
Co-founder & CSO


min read

System1 called this ad "Exceptional". They even claim it's the best ad of the year so far.

So then, what's all the fuss about?

Magnum have taken on a challenge as old as time for premium brands:

How do we get our audience to justify spending more on us, when there are cheaper alternatives out there?

Their answer is a beautifully funny ad, slick and premium and with as much satisfying crack as their ice cream bars themselves...

In this lovely ad, Magnum did three things particularly well:

Find a "new" way to solve an old problem

Sure, this probably isn't the first time a brand has ever tried to turn its audience against the rip-offs. Heinz have been doing some brilliant stuff in this space for a while. But bringing some old (but still true) insight into who your audience is to find a fresh way for your brand to justify its premium status is a very nice touch.

Understand your consumer

To that point, this ad would still play nicely without the touch of audience insight. But the subtle digs at fake manliness, like trying/failing to grow a moustache, or exaggerating how much you can bench press, makes the humour in this ad a whole lot sharper.

Tell a story

The ad has a lovely, filmic feel to it. Rich browns dominate - no doubt a creative somewhere tried to justify this by saying it's the brand colour - but it works to create a really nice ambiance that invites you to watch. Waiting for A24 to pick this up as a new web series...

But beyond the TV campaign, take a listen to the radio spot here. There's great consistency in idea and execution between the radio and TV ad, but that signature Magnum "snap" in an audio-only environment is just 🤌.  It's a lesson in planning your storytelling around your media.

This is the Briefly Breakdown, a weekly series where we take a look at the strategy behind the latest and greatest work in the industry. Check back here for more insights to come.