Lola/Lowe & Partners, Madrid Proudly Seeks Pleasure for Magnum

Mullen Lowe Group’s Lola/Lowe & Partners, Madrid launched a Pride Month spot for ice cream brand Magnum last month entitled “Proudly Seeking Pleasure.”

Set to the track “Umbrella” by Mechanical Pride, the spot highlights a series of transgender women in the city. It ends with the message, “Pleasure Has More Than One Layer,” which promotes the Magnum Double while tying into the message of inclusivity, followed by a rainbow-tinged “Pride for pleasure seekers.” The ad, created in conjunction with Propaganda Films and Bacon CPH, is is well-crafted, with the music and images syncing up well. And while June saw a wealth of advertising in support of Pride Month, the spot’s focus on transgender individuals is distinctive and timely. Detractors may see this, and similar ads, as a brand jumping on the Pride Month bandwagon solely for exposure, but the message is fitting for the brand. After all, doesn’t everyone love ice cream?