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There’s a trope within ice cream ads: a pristine model daintily eats the treat without making even the slightest mess.
Extrême, the French ice cream brand owned by Froneri, breaks those cliches with an ad about a pillow fight that escalates to dramatic heights, showing a messier, playful side of the category. Created by Droga5 London, the global campaign is a new creative direction for the brand as it aims to appeal to a younger audience.
“An Extrême Night In” starts with a pillow fight among a group of young women. But
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