Thick, cracking chocolate.

A series of four short films directed by Martin Werner brought Magnum’s signature crack to the spotlight, celebrating the chaos people can trigger when they give in to pleasure. Whether you’re in the park, at the library, in the middle of a highly competitive pool match or chilling at home, a bite of Magnum’s thick, cracking chocolate won’t go unnoticed.

A person with curly hair and freckles, wearing a red shirt, smiling while licking a chocolate ice cream bar.
A woman in a red coat and jeans walking on a park path with birds flying around her during autumn. She holds a chocolate ice cream cone and carries a small purse. Text overlay reads 'Thick, cracking chocolate. MAGNUM true to pleasure'.
A woman with curly black hair sitting on a red leather couch, holding an ice cream bar with eyes closed, in a cozy, dimly lit living room. A ginger cat is on the couch beside her, near her feet.
A woman with short gray hair, wearing glasses and a brown blouse, sits at a wooden desk in a library, adjusting her glasses while reading a book. The library has dark wooden bookshelves filled with books and is illuminated by a desk lamp.
People sitting around a large antique wooden table in a dimly lit library with tall bookshelves, some individuals working on laptops and reading, with a person standing on a ladder reaching for books on the shelves.
A young woman with short dark hair and a floral-printed shirt is leaning over a pool table, aiming to hit the cue ball with a pool cue. An older woman with curly hair and a patterned blouse stands in the background, watching.
People playing pool in a cozy, dimly-lit room with vintage decor. The scene features six women, some holding pool cues, surrounding a red pool table with pool balls on it. One woman is leaning over to take a shot, while others watch or stand nearby, engaging in conversation. The room has artwork, paintings, and a large chandelier hanging from the ceiling.

CREDITS


ECD: Tomás Ostiglia
Creative Directors: Dante Zamboni & Jorge Zacher
Social Creative Director: Maria García Campos
Creative Team: Josefina Mateo Burton & Ezequiel Scarpini
Managing Director: Tom Elliston
Account Director: Maria Victoria Rossetti
Account Supervisor: Sofia Perez Arellano
Account Manager: Yuanci Vidal
Head of production: Felipe Calviño
Producer and Librarian: Jorge Saade
Production company: Proppa 
Director: Martin Werner
Product Sequences: Manvs.Machine

FRESHLY MADE EVERY DAY · QUALITY FOR EXPORT · © ·

FRESHLY MADE EVERY DAY · QUALITY FOR EXPORT · © ·

MEET THE BAKERS

A close-up view of a monarch butterfly perched on a purple flower in a garden setting.

EST.

2018

Ideas Baked Proper Good

FRESHLY MADE EVERYDAY

A wooden spatula labeled 'MAGNUM true to pleasure' lying on a swirling mixture of chocolate and vanilla ice cream.
A man and a woman are lying on a bed with a pink tufted headboard, surrounded by large teddy bears and plush toys. The man is looking at the woman, who is smiling with her eyes closed, hugging a teddy bear.

Be Sweeter Than The Sweetest / Axe

Cover art for the video game "T.A.G. The Game" featuring four young characters, some in action poses, with a dark background and the tagline "Only Available in Real Life."

TAG: The Game / Persil UK

A man with curly hair and a mustache lying on the floor in a studio setting next to a large can of Lynx body spray with the label 'With Catnip'.
Open magazines spread out on a surface, displaying photographs of people in various relaxed poses, some partially nude, with a focus on thighs, legs, and intimate scenes.

Let’s Wash Away The Taboo / Persil

A woman in a red coat and jeans standing on a park walkway surrounded by flying white doves, holding a popsicle and a small purse, with a background of trees and park benches in warm sunlight.
A man standing outdoors on a sandy surface next to a red ice cream cart with the ice cream menu, near a seaside building with a sign that says 'Sea View.'

The Solar Priceboard / Wall’s

A woman in a sheer, brown, sculptural dress with metallic accents stands against a red backdrop with white cursive writing.

The Vegan Dress / Magnum

Thick, cracking chocolate / Magnum

Lynx with Catnip / Lynx UK

Melting Icon / Magnum UK

A table set with a box of PG Tips tea bags, surrounded by plush toys and miniature tea cups and teapot, creating a cozy, whimsical tea party scene.
A woman with short braided hair and dark skin sitting against a green background, wearing a colorful patterned shawl, gold earrings, and a scarf tied around her wrist, with a serious expression and one arm resting on her knee.

AWA x Magnum

Make The Switch / PG Tips UK

An elderly man with a long white beard and glasses sitting on a plaid armchair, reading a letter. He is dressed in white, suspenders, and red pants, in a cozy room with warm lighting. There is a lamp and framed pictures on the wall behind him.
Two women and a man sitting on a bench, each holding an ice cream cone, engaged in conversation in an outdoor setting with a historic building and trees in the background.

Cornetto feat. Cha Eun-Woo

A person playing a keyboard on stage with a large, fiery sun and stormy clouds in the background.
Chocolate-covered ice cream bar with a textured, ridged surface on a plain background.

The Pleasure Remixed / Magnum

JVKE feat. The Sun / Magnum

A woman with arms crossed on a phone screen, wearing a green bandana and shirt with a logo, surrounded by a background of collage images featuring people with green bandanas and logos.

Filterless Filter

The Most Unexpected Gift / ToysRUs

FRESHLY MADE EVERY DAY · QUALITY FOR EXPORT · © ·

FRESHLY MADE EVERY DAY · QUALITY FOR EXPORT · © ·