This epic eight minute long commercial features a lesbian love story. 40 Love is a tennis focused romance that is also an ad for Cornetto ice creams. While ice cream is not featured at any point during the commercial, the content marketing effort does have small cone illustrations to introduce different parts in the short film and demonstrates that if you put something worth watching out there, people will respond even if it doesn't directly involve the brand.
Created by MoFilm UK and directed by Lloyd Lee Choi, the lesbian love story is part of Cornetto's Cupidity series. This particular video is narrated by Lily Allen, who also stars as doctor/cupid. The charming romance follows a rising tennis star and an unlucky line judge.
What Makes This Trend Stand Out
- Content Marketing
- Disruptive innovation opportunity: Explore unique and inclusive storytelling formats to engage audiences and build brand awareness.
- Inclusive Advertising
- Disruptive innovation opportunity: Embrace diverse narratives and representation in advertising campaigns to resonate with a broader range of consumers.
- Branded Entertainment
- Disruptive innovation opportunity: Utilize entertaining and engaging content to indirectly promote brand messaging and create an emotional connection with the audience.
Sectors Adopting This
- Food and Beverage
- Disruptive innovation opportunity: Collaborate with unexpected partners and leverage storytelling to create memorable brand experiences within the food and beverage industry.
- Film and Entertainment
- Disruptive innovation opportunity: Incorporate product placements and brand integration in compelling narratives to enhance brand visibility and consumer engagement.
- Sports and Fitness
- Disruptive innovation opportunity: Create authentic and inclusive sports-themed content to connect with diverse audiences and promote brand values in the sports and fitness industry.
