Be True to Your Pleasure is the latest slogan created for Magnum. It's accompanied by a power commercial that was gorgeously directed by Martin Werner in Los Angeles. It stars some of the most prominent drag queens in the city. They're captured stealing a bit of pleasure for themselves in the form of a Magnum ice cream bar. Granted, the message that's being sent via the commercial is much more inspiring than that.
In regards to the Be True to Your Pleasure campaign, Sophie Galvani, Global Brand Vice President of Magnum, says, "Everything we do at Magnum is about inspiring, enabling and daring people to take that moment of pleasure for themselves. It doesn’t matter who you are, or what you take pleasure in; this film has been created to inspire you to seize it."