To Infinity and beyond

Munchkin is loving the new Magnum Infinity ads.

Always an avid Magnum cruncher (mainly, it has to be said from BOGOF packs of 3 from her parent's freezer) she was delighted to see these delicious-looking ads pop up in her local train station.

The ads are, to Munchkin, a brilliant example of one category borrowing the advertising cues of another - in this case - Ice cream borrowing the language and semiotic 'seduction' cues of the Condom Category. Not that Munchkin has bought condom in quite a while. In fact she found some in her wallet when she finally needed some this week which were only one month in date.

Lets face it, it's NOT an ad for ice cream, is it? Its an ad for Sensual pleasure and indulgence (which happens to be being delivered through an indulgent Unilever ice cream).

Munchkin is however rather disappointed by the product itself and wonders slightly if the ASA was smoking dope when it signed them off. The caramel and chocolate swirls which the ad appears to show running all through the ice cream is actually only tucked between the shell and the ice cream.

Delicious, but not so abundant as these pictures would have you suggest. So does it deliver on the promise - yes. Did it need to add an over-exaggerated caramel and chocolate photoshop to its brilliant campaign to get us to try it? I think not.