Although many might scoff at the idea of a fashion model taking a moment to enjoy her Magnum Ice Cream, the Photo Mood commercial executes this idea in such a way that it is not only believable, but also encouraging. It shows that this stunning creature indulges her taste buds as much as the next person and gains confidence by doing so.
Directed by fashion icon Karl Lagerfeld, the Photo Mood commercial stars Rachel Bilson of 'O.C.' fame, as the model. Lagerfeld's muse of the moment model Baptiste Giabiconi acts as the photographer.
The first of three installments, the Photo Mood commercial will be followed by two other clips of Rachel Bilson acting as an art student and then as a prima ballerina.
Couture Ice Cream Campaigns
Magnum Ice Cream's Photo Mood Commercial Stars Rachel Bilson
Trend Themes
1. Fashion-ice Cream Collaborations - More fashion and ice cream companies could collaborate to create campaigns with similar messaging and aesthetic to Magnum's Photo Mood commercial.
2. Celebrity Endorsements for Food Products - There is an opportunity for more food brands to collaborate with celebrities to create relatable campaigns and shatter the unrealistic perception of models not consuming food.
3. Using Iconic Figures as Creative Directors - Brands could consider hiring fashion/designer icons like Karl Lagerfeld as creative directors to create visually stunning campaigns that will appeal to both fashion and food industry users.
Industry Implications
1. Fashion - Fashion companies could collaborate with food brands to create campaigns that seek to shatter the stereotype that models don't consume food.
2. Food and Beverage - Food and beverage companies could create ad campaigns featuring relatable celebrities to drive similar messages and encourage consumption of their products.
3. Advertising - Creative directors with a background in fashion or design could be tapped by brands in the fashion and food industries to create visually appealing campaigns for their products.