The Ceremony is ice-cream brand Magnum’s latest campaign, created by the Lola MullenLowe advertising agency in Spain. Set to a cover of Bob Marley’s Is This Love by Corinne Bailey Rae, the film aims to remind people that it’s by embracing and accepting our true selves that we can become our best selves, free to enjoy a more pleasurable life. It is directed by Martin Werner through Proppa & Bacon and the direction of photography is by Nicolaj Bruel.
The idea for The Ceremony arises from a direction that both the brand and agency have been moving towards, where the territory of pleasure is being redefined from hidden pleasure to out in the open pleasure.
In the company’s words:
As huge supporters of all things pleasurable, we feel it’s our duty to encourage, endorse and celebrate an acceptance of people brave enough to stand up for who they are. How you live your life is a decision only you can make, but by deciding to be true to yourself we think you’re contributing a little more individual freedom and a little more individual pleasure to the wonderfully diverse canvas of our society. It’s this diversity that we believe should be positively championed, promoted and treasured. After all, a day without pleasure is a day lost—we’re only here for a finite number of turns around the sun, so there’s no point wasting time. We all deserve to experience more pleasure in life by being true to who we really are.
All images © Proppa / Magnum “The Ceremony”