Cracking the Code Behind Magnum’s Newest Campaign

Food advertising often risks feeling repetitive, and whenever it comes on screen, we’re used to an arsenal of replayed gimmicks – slow motion, swirls, flying fruits and vegetables. But Magnum’s latest campaign stands apart. Not because it’s trying to reinvent the food and drink category for the sake of it, but because the product demands it.

Magnum’s unmistakable chocolate crack isn’t just a sensory flourish, but a result of the way the ice cream is made – with real chocolate, and lots of it, as executive creative director at LOLA Mullen Lowe Tomas Ostiglia tells us.

Magnum’s newest campaign, in collaboration with LOLA Mullen Lowe, zeroes down on the fundamentals of what makes the brand iconic. The thick chocolate on each of their products is more just than a textural experience – it’s a sound, and for many, a personal ritual. When consumers bite in, they’re not just indulging in the product, but making an audible statement of pleasure. One that might make your cat jump off the couch.

It’s this sound that has been part of Magnum’s DNA for 35 years, and thanks to its recent viral resurgence, it’s back in the spotlight in a way that feels both nostalgic and fresh. From high-fidelity sound engineering, to striking slow-mo visuals and rich characters, the campaign turns a simple sound into the cultural moment it is – elegant, chaotic, and totally ASMR.

LBB’s Zoe Antonov caught up with Tomas to find out how the team elevated the signature sound beyond the realm of food advertising.

LBB> Can you talk about how you designed the soundscape around Magnum’s signature cracking chocolate sound, especially the interplay between the cracking and the classical music?

Tomas> That unmistakable crack has been a Magnum brand asset for years, but this time, we pushed it even further. We re-recorded it using cutting-edge technology to capture the purest, most immersive sound possible – not just for one product but for every single variant. For the first time, we’ve documented all the cracks: sticks, pints, bonbons, and now, the new cones.

As for the music, it was a natural fit. Magnum has always been elegant, refined, and sophisticated in its storytelling. The classical score creates a beautiful contrast, heightening the reaction to that signature sound and making it resonate in unexpected ways.

LBB> The sound of Magnum chocolate cracking has been described as deeply satisfying, even ASMR-like. Did you intentionally lean into the ASMR trend when developing the campaign?

Tomas> The crack has always been there – it’s part of the product’s DNA. But in this campaign, we placed it center stage. When you need to dramatise a sound, high fidelity is the most obvious route. But as you’ll see, we’re about to take things even further. The real challenge? Bringing sound to life in a medium that doesn’t have sound. Stay tuned for the answer.

LBB> Many food brands focus on visuals and taste cues, but Magnum is putting sound at the heart of this campaign. How does this approach signal a shift in food advertising, and how is Magnum leading that change?

Tomas> It all starts with the product. Unlike the competition, Magnum always uses real chocolate, and more of it. That’s why the layer covering the ice cream (sometimes holding a rich swirl of sauce) is the thickest in the category. And when you bite into it, it delivers a crack no other ice cream can match.

We’re leading not just in quality, but in how we communicate it. This campaign makes that loud and clear.

LBB> Why was it important to show the ‘messy’ side of pleasure, and how did you balance that with Magnum’s premium and elegant brand identity?

Tomas> Every tension within the world of pleasure is an opportunity for storytelling. Contrast makes communication more compelling – it breaks the mould, keeps things interesting, and sets us apart.

And yes, you can be both premium and ‘messy.’ It’s all about how you do it. When executed with elegance, even chaos can feel luxurious.

LBB> Do you think this nostalgic yet fresh take will resonate with both loyal fans and new audiences?

Tomas> People had already taken notice. Online, there was this fascinating debate – some found the idea of biting into ice cream unusual, others found it irresistible. The crack had become a topic of conversation, amplified by social media. There’s even a viral video where someone replaced the sound of Godzilla biting off a man’s head with the Magnum crack.

This campaign leans into that cultural moment with humor and sophistication, embracing the very thing that people already love about Magnum.

LBB> The campaign includes slow-motion films set in places like the library, a pool match, and a peaceful at-home scene. How did you select these locations, and what story were you trying to tell with these choices?

Tomas> We looked for spaces where silence is golden – where a sudden, sharp noise would be felt. That contrast creates a moment of drama, a ripple of disruption. And by shooting in slow motion, we elevated the chaos into something stylized and captivating.

LBB> Even though the films are short, they each feel like fully realised worlds, with detailed settings and characters. How did you go about world-building in such a short format while still keeping Magnum and the chocolate crack as the main characters?

Tomas> Story comes first. To build a world, you need a balance of elements – characters that are intriguing and authentic, locations that feel aspirational yet real, situations that hold an element of surprise.

And, of course, every world is connected to the product. Each setting reflects a different Magnum experience, reinforcing that crack at the heart of it all.

LBB> Beyond digital and TV, the campaign includes print and out-of-home activations. How did you bring the campaign’s signature sound experience into visual formats where sound isn’t present?

Tomas> Great question. And the answer is coming soon. Let’s just say we’ve found a way to make you hear the crack, even when there’s no sound at all. It’s a simple but powerful idea, and you’ll see it revealed very soon.

LBB> What made Martin Werner the right director for this project, and how did his creative vision help bring Magnum’s pleasure-meets-chaos concept to life?

Tomas> Martin knows Magnum. He’s been working with us for over a decade, and he’s one of those rare directors who makes everything beautiful.

He understands exactly what the brand needs – from casting, to locations, to the finer details of storytelling. With him, we don’t just shoot an ad. We craft a vision. Together, we’ve built Magnum’s world piece by piece.

LBB> After 35 years, Magnum continues to reinvent itself while staying true to its core identity. How does this campaign build on the brand’s legacy while also pushing it forward into new creative territory?

Tomas> At its core, this campaign is about pleasure. The simple, unmistakable pleasure of biting into a Magnum.

It’s a brand campaign disguised as a product campaign – because even though we’re showcasing every Magnum variant, it never feels like a lineup ad. What stays with you is the experience, not the product list.

And the best part? This is just the beginning. There’s more to come.