THE PLEASURE PRINCIPLE

If you’ve ever felt guilty about digging into a pint of ice cream, the Wolf Group’s new campaign for H…agen-Dazs may help you relieve your anxiety.
The New York agency’s print effort, the first for Ice Cream Partners USA, a result of last year’s joint venture between H…agen-Dazs and Nestle, shows that indulging in the desserts is fun.
In one ad, a man longingly opens a pint of dulce de leche ice cream to copy reading, “Thank God she’s late.”