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Wall’s Magnum

Production Company

Spoke Films / Caramel Pictures


Alison Cooper / Marlies van Heese

Throughout 2008 and 2011, Asylum worked with Spoke Films (London) and Caramel Pictures (Amsterdam) to create product sequences for a number of Magnum ice-cream commercials.

The briefs required scaled up models of all the bars, with rigged top sections that lifted away to reveal the ice-cream within. Also a variety of pouring effects, showing how chocolate coated the ingredients characterising the different bars.

For the 2013 campaign, the flavours featured for the TV commercials were based on iconic deserts. Although the bite shots used the same rigs as 2012, there were many variations in the product sequences, showing the ingredients and ways of combining them.