Tomás Ostiglia is the Executive Creative Director of LOLA MullenLowe, one of the top 10 European agencies of the decade, as recognized by Cannes Lions. A force in global creativity, he was ranked the 11th Best Executive Creative Director in the world in The Drum Report 2025. Throughout his career, he has consistently set the bar for creative excellence. In 2024, he was named Best Creative Director in Spain by The One Show—the same year he made history by winning the Grand Prix at Cannes Lions in OOH, marking the first-ever GP win for a Spanish agency in this category. With over 20 years of experience, Tomás is a creative known for crafting bold, effective and award-winning campaigns that build and re-build brands. Beginning his career as a copywriter at Ogilvy Buenos Aires, Tomás later moved to Spain to join FCB, where he advanced from late-night copywriter to the role of Executive Creative Director. He subsequently served as the General Creative Director at Arnold. In 2008, he returned to Argentina as the Chief Creative Officer at TBWA, before coming back to Spain to join LOLA MullenLowe in 2014. During his time at LOLA, he’s played a crucial role in the agency securing a place among the world's Top 10 at Cannes Lions, and helping it climb up to 8th most awarded agency in Europe, the 2nd most awarded in Spain and Agency of the Year in the Classic Track in 2024! Also, the MullenLowe network has even been named in the top 10 creative networks, to his and his colleague’s credit. He’s been a member of the Cannes Lions, Eurobest, Clio, LIA, Immortal Awards, El Ojo, and President of El Sol’s Jury, and hopes to participate in many more. Tomás is also a member of the MullenLowe Group Global Creative Council. Surrounding himself with brilliant ideas and creative individuals is where his home is. Tomás is the executive creative director of LOLA MullenLowe in Madrid He has more than two decades of experience crafting effective campaigns Tomás has been responsible for award-winning work across brands like Magnum We spent two minutes with Tomás to learn more about his background his creative inspirations and recent work he’s admired This helped me appreciate the tranquility of Madrid I knew it would help me express my individuality The Fab Four: John, Paul, George and Ringo The first time I got on stage with my band to perform our songs in front of the entire school. The band was called Nirvana “Smells Like Teen Spirit” was released Bob Dylan for teaching us everything that’s right Holden Caulfield Ana Chanfreau Our first “Be True to Your Pleasure” film: The one and only “Flat Eric” from BBH: The agency with the coolest name—Mischief—and their “Rabbit Hole”: I believe I am best at conceptualizing more than anything else 2 Minutes With is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, please get in touch. Shahnaz Mahmud is a contributing writer to Muse by Clios Food advertising often risks feeling repetitive we’re used to an arsenal of replayed gimmicks – slow motion 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 as executive creative director at LOLA Mullen Lowe Tomas Ostiglia tells us.Magnum’s newest campaign 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 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 it’s back in the spotlight in a way that feels both nostalgic and fresh to striking slow-mo visuals and rich characters the campaign turns a simple sound into the cultural moment it is – elegant 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 Tomas> That unmistakable crack has been a Magnum brand asset for years 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 The classical score creates a beautiful contrast heightening the reaction to that signature sound and making it resonate in unexpected ways Tomas> The crack has always been there – it’s part of the product’s DNA Bringing sound to life in a medium that doesn’t have sound That’s why the layer covering the ice cream (sometimes holding a rich swirl of sauce) is the thickest in the category it delivers a crack no other ice cream can match.We’re leading not just in quality Tomas> Every tension within the world of pleasure is an opportunity for storytelling Contrast makes communication more compelling – it breaks the mould you can be both premium and ‘messy.’ It’s all about how you do it there was this fascinating debate – some found the idea of biting into ice cream unusual The crack had become a topic of conversation 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 Tomas> We looked for spaces where silence is golden – where a sudden we elevated the chaos into something stylized and captivating you need a balance of elements – characters that are intriguing and authentic situations that hold an element of surprise.And Each setting reflects a different Magnum experience reinforcing that crack at the heart of it all Let’s just say we’ve found a way to make you hear the crack 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 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 Creación de contenidos y eventos relevantes en torno a las marcas útiles para la toma de decisiones en el día a día de los profesionales del marketing Tomás Ostiglia (LOLA MullenLowe) Lourenço Thomaz (Dentsu Creative Iberia) Ana Martín (Havas Media) y Javier Campopiano (McCann Worldgroup) la participación española en el cartel de 50 expertos El Festival Internacional de Creatividad Cannes Lions ha desvelado los expertos que integrarán el jurado encargado de seleccionar las mejores ideas creativas y efectivas de esta edición de 2025 Los ganadores se conocerán durante las distintas ceremonias del 16 al 20 de junio en la ciudad francesa de Cannes hay representación de Costa de Marfil y Kazajistán La participación española vuelve a tener un papel destacado en esta edición director creativo ejecutivo en LOLA MullenLowe; Lourenço Thomaz chief creative officer en Dentsu Creative Iberia directora general en David Madrid; Estefanía Yagüez customer excellence and operations director en Biogen; Ana Martín global head of innovation and strategy en Havas Media y Javier Campopiano chief creative officer global en McCann Worldgroup Aquí puede consultar el listado completo de miembros del jurado de esta nueva edición del festival Cannes Lions Para disfrutar de todo el contenido completo de IPMARK regístrate Tus datos personales se utilizarán para procesar tu pedido, mejorar tu experiencia en esta web, gestionar el acceso a tu cuenta y otros propósitos descritos en nuestra privacy policy Recibirás un enlace para restablecer tu contraseña A new 880MW unit is being installed at the Ostiglia combined-cycle power plant in Italy The existing Ostiglia combined-cycle power plant (CCPP) is being extended with the addition of a new 880MW combined-cycle unit Italy-based electricity generation company EP Produzione The expansion was proposed in July 2020 and is expected to be operational by 2025 The development of the new unit is in line with the objectives of Italy’s Integrated National Energy and Climate Plan, which is aimed at achieving decarbonisation while bolstering the security of the national electricity system. The new unit will supply clean energy to more than half a million households in Italy The project is part of Terna’s Capacity Market programme Terna designed the programme to procure energy by awarding long-term supply contracts through competitive bidding The new unit is being developed within the existing Ostiglia thermoelectric power plant site which spans 51ha on the left bank of the River Po The site is found in the Ostiglia municipality of the province of Mantua The existing power plant includes three combined-cycle gas turbine units with a total installed capacity of 1.13GW The new Ostiglia CCPP unit will be a multi-shaft unit consisting of gas and steam turbines that drive their own generators The unit will also include state-of-the-art technology to facilitate optimum natural gas usage along with a high degree of flexibility The plant will comprise a Siemens SGT5-9000HL gas turbine SGen5-1200A steam turbine generator and heat-recovery steam generator It will also include Siemens’s T3000 control system which helps to ensure reliable power plant operations by supporting power plant operators The system implements the highest cybersecurity standards and has received the IEC 62443 certification a leading standard for IT security for industrial communication networks the natural gas-fired power plant will be able to operate with up to 30% hydrogen fuel The SGT5-9000HL gas turbine has the capacity to generate up to 880MW of power with more than 60% net efficiency The gas turbine weighs 497,000kg and measures 13m (42.6ft) long The turbine is capable of operating on fuels that include natural gas liquified natural gas (LNG) and distillate oil the SST5-5000 steam turbine can generate between 120MW and 700MW of power It is suitable for CCPP as well as steam power plants and offers an efficiency of more than 64% in combined-cycle mode The SGen5-3000W gas turbine generator weighs up to 425t and offers high operating flexibility It incorporates a MICALASTIC® insulation system and Global Vacuum Pressure Impregnation (GVPI) technology The new CCPP unit will feature Siemens Energy technology which will substantially reduce carbon dioxide emissions due to its high efficiency in comparison to coal or older gas-fired power plants It will also maintain nitrogen oxide emissions at less than 10mg/Nm³ The air-cooled condenser in the plant will eliminate the need for water to be drawn from the nearby River Po for cooling purposes It also features a flexible operating range In February 2022, construction engineering company Fata, part of Danieli Group signed an agreement to provide engineering procurement and construction services for the project in a consortium with Siemens Energy Siemens Energy will supply the gas turbine heat recovery steam generator and control system for the expansion It will also provide long-term services for all the equipment and components Demont will be responsible for the mechanical erection of all plants, as well as the engineering, procurement and construction of the balance of plant piping Give your business an edge with our leading industry insights View all newsletters from across the GlobalData Media network If you are planning a visit to this gorgeous destination sometime soon refer to this city guide that will help you make the best choices Ask the locals for their top recommendations The city also boasts specialty lodges like Antica Dimora and guest houses such as Locanda Al Barachin History buffs will enjoy visiting the Torri Medievali and can also spend time at the Museo del Po Ostiglia's shopping scene has something for everyone Keep in mind that December to February is the driest season Choose the season that best suits your preferences We deliver! 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Subscribe to Adweek newsletters Ice cream sales typically plunge with the temperatures but an artsy black-and-white film from Unilever’s Magnum encourages consumers to use the treat as an escape from the winter blues Created by agency LOLA MullenLowe and directed by Juan Cabral through MJZ Films the 90-second “Find Your Summer” begins as a moody film depicting the bleakness of winter the film transitions as sun breaks through and people enjoy a reprieve by soaking up the light and biting into a Magnum ice cream bar Magnum’s goal with the campaign is to “challenge norms by selling ice cream in winter,” said LOLA MullenLowe executive creative director Tomás Ostiglia Subscribe now for unlimited access to exclusive insider reporting I want to receive emails from Adweek about products services and events that they feel may be of interest to me I want to receive emails from Adweek on behalf of carefully-selected third party partners about products By submitting your information you agree to Adweek's Terms of Use and Privacy Policy and you will begin receiving our newsletters I understand by creating an account, I agree to Adweek’s Terms of Use and Privacy Policy and that I may review and update my marketing preferences at any time A code has been sent to your email address By subscribing you agree to Adweek’s Terms of Use and Privacy Policy You may cancel at any time. The cancellation goes into effect at the start of the following billing cycle. To cancel your order, contact customer service at 844.674.8161 (U.S.) or 845.267.3007 (Outside U.S.). Samantha Nelson is a freelance writer for Adweek. Adweek is the leading source of news and insight serving the brand marketing ecosystem. What emerged in Miami Beach was more than a critique of one show. Return to homepageCopyright © 2025 All Rights Reserved.window.Fusion=window.Fusion||{};Fusion.arcSite="adage";Fusion.contextPath="/pf";Fusion.mxId="00000000";Fusion.deployment="113";Fusion.globalContent={"_id":"GMTA3RTO5X3GCX67J5KG3FOXQ4","additional_properties":{"field_pick_of_the_day":"Lynx:Lynx: Robbery Funeral","has_published_copy":true,"is_published":true,"publish_date":"2024-05-02T13:00:02Z"},"canonical_website":"adage","content_elements":[{"_id":"BFMOOQR2WZHBXIUYTRWMMW43GE","additional_properties":{},"content":"A lot of advertising comedy tries too hard and you can see the jokes coming a mile away But two new comic spots from Lynx (the Unilever brand known as Axe in the U.S.) feel fresh with their farcical plots unhinged performances and moments that veer into the amusingly uncomfortable.","type":"text"},{"_id":"ZMLOGEF7CRBMJIU2E4YXL5JSMY","additional_properties":{},"content":"The campaign—promoting Blue Lavender a scent from Lynx’s new Fine Fragrance Collection—is from LOLA MullenLowe and directors Lionel Goldstein (the Belgian duo of Koen Mortier and Joe Vanhoutteghem).","type":"text"},{"_id":"N3XYTVUUDZHKBFRQHYTWAMQLIU","additional_properties":{},"content":"First check out the “Robbery” spot in which a clearly amateur thief almost pulls off a heist at a rural inn and the whole thing feels fully formed and unexpected not manufactured.","type":"text"},{"_id":"5UVVZ2KT4RH7ZDY2D56V4PAOJU","additional_properties":{},"content":"The second spot and the final scene is a nice bit of nonlinear storytelling.","type":"text"},{"_id":"2RYZM35BFJGU5HFRRGOUNDHPIE","additional_properties":{},"content":"Tomás Ostiglia executive creative director at LOLA MullenLowe said the agency came up with about 10 ideas around the concept of “The Power of a Fragrance.” They chose three ideas to film—the third spot will be coming later.","type":"text"},{"_id":"DAMWDXPHTVAFTOIZTSKOTMOV3U","additional_properties":{},"content":"“We believed these ideas were the strongest and because they gave us a chance to play with humor centered around actors something we felt the brand needed to bring back and not just the brand,” Ostiglia told Ad Age “This kind of humor is something the whole industry needs It is time not to take ourselves too seriously and be more self-deprecating It is time for humor to be funny again.”","type":"text"},{"_id":"DQQD2JPFFNELZG6A3KJAKUF5CU","additional_properties":{},"content":"The spot also “directly addressed the product’s benefit something the brand hadn’t been doing directly for quite some time,” he added “This new collection also smells really good why not celebrate its primary value?”","type":"text"},{"_id":"PPAB7YWHHZAZJKHOIZWAW56KAY","additional_properties":{},"content":"“It takes a lot of courage and boldness for a client and agency today to give us freedom to play with the ideas,” said Lionel Goldstein “Lionel is very happy to be part of the new Lynx communication and films The basics of the daring script and the humoristic level are our cup of tea!”","type":"text"},{"_id":"Z53UGYDT4BFFRKF47EWFQMF7WU","additional_properties":{},"content":"The campaign is breaking cinemas and online across the U.K as well as in Latin American countries including Mexico He was previously editor in chief of the Clio Awards and Muse by Clio covers household and personal-care marketers He's based near Cincinnati and has previously written for the Atlanta Journal Constitution woodworking and graphic design industries and worked in corporate communications for the E.W He was previously a freelance journalist and podcaster covering pop culture and entertainment as well as a Pilates instructor and a professional dancer the “Scream” franchise and Halloween costumes Gillian Follett is a general assignment reporter for Ad Age. She writes about a variety of topics including social media influencer marketing and the creator economy Gillian graduated from Syracuse University’s S.I He previously covered corporate communications and public relations agencies as a reporter at PRWeek Jon Springer covers sports marketing and beverage marketing He formerly covered the food retail industry for Winsight and Supermarket News and is a former sports and features writer for The Cecil Whig Lindsay Rittenhouse is a senior reporter for Ad Age covering broad advertising industry trends He has worked in newspapers from Albany to New York City He has also worked at every advertising industry trade publication that matters and he once visited Guatemala and once rode the Budapest Metro Adrianne Pasquarelli is a senior reporter at Ad Age She is also a host of the Marketer’s Brief podcast and spearheads special reports including 40 Under 40 and Hottest Brands Pasquarelli joined Ad Age in 2015 after writing for Crain's New York Business where she also focused on the retail industry.  Bradley Johnson is Ad Age's director of data analytics Johnson focuses on data and financial topics related to marketing Los Angeles and New York including editor at large overseeing breaking news and daily coverage He also contributes reporting on the beverage automotive and sports marketing industries He is a former reporter for McClatchy newspapers where he covered business and state government and politics He previously covered the private equity industry as a reporter for PEI Media Brandon Doerrer is Ad Age's brand marketing reporter telecommunications and marketing trends CMOs need to know gaming and technology at Campaign US and PRWeek and graduated from Columbia University's Graduate School of Journalism Brandon Doerrer is a brand marketing reporter for Ad Age Jones Krahl is U.S. head of creative and creative fellow at Deloitte Digital She was previously creative editor at Campaign US and also served as a writer and reporter at Sidekick by Morning Brew and PRWeek As consumers began referring to Magnum imitations as ‘Magnum-like’ ice creams the brand saw an opportunity to showcase why only Magnum is “like Magnum” The film tells the story of a woman who discovers that her partner has been buying fake Magnum ice creams all along we aimed to demonstrate not only that a category referent can address new brands with elegance but also that a brand like Magnum can communicate with humour we work really hard to make the highest quality and we wanted to find a fresh way to tell our audience why it’s worth it for them to ‘stick to the original.’ LOLA Mullenlowe came up with a brilliant and funny way to dramatize our commitment to delivering true superior pleasure every time.” Can anyone reading this make some ads like this… Please Register for Free and receive the Campaign Brief Daily Bulletin Type your email address in the space below A Mantua businessman on Sunday caught an almost nine-foot long wels catfish or sheatfish in the Po and promptly freed it “so another fisherman or my children can feel the same thrill as I did” adrenaline started pumping hard and the fear of losing it almost sent me into a panic,” Biancardi said said he had waited “a lifetime to get a catch this big” from 46th in 2024 to 49th place in 2025 in the Press Freedom Index drawn up every year by Reporters Sans Frontières (Reporters Without Borders - RSF) Researcher and lecturer Flavia Marcello explores the fascist influence on the architecture of Rome the race for the fourth Champions League qualifying spot from Italy’s Serie A has become even tighter Napoli didn’t allow flares and delays to affect their performance as Antonio Conte’s side ground out a 1-0 win at Lecce to take firm control of Serie A in Italy Fiorentina have lost the first leg of their UEFA Conference League semifinal tie 2-1 away to Real Betis Inter Milan’s Serie A title defence is on the line with the busy champions chasing a fresher Napoli side who have the finishing line in sight Carlo Ancelotti has turned down the Brazil job and is mulling a mega offer to coach Saudi Arabia Spanish sports daily ‘Marca’ said Wednesday British director Ken Loach has blasted plans to tear down much of Milan’s iconic San Siro stadium to make room for a new home for Inter and AC Milan Barcelona and Inter Milan have delivered a thrilling 3-3 draw in the first leg of their Champions League semi-final One of the pillars of Italian culture is the union between music and wine Nicholas ‘Nick’ Renfree-Marks is somewhat of an expert on both LONDON, UK — Magnum is launching a new campaign that cleverly emphasizes its leadership and originality with a witty sense of humor As consumers began referring to Magnum imitations as “Magnum-like” ice creams the brand saw an opportunity to showcase why “Like a Magnum” is not Magnum The campaign is now live in the UK and includes a series of TVC and digital amplification that continues to develop the campaign’s insight while encouraging people to “stick to the original.” we aimed to demonstrate that a brand like Magnum can communicate with humor if done with good taste,” said Tomás Ostiglia Executive Creative Director at LOLA MullenLowe Madrid Magnum and its agency LOLA have pushed the boundaries of advertising venturing into everything from fashion to music to film celebrated drag queens and made designer beach towels that also help facilitate social distancing during the Covid-19 pandemic Automatic Renewal and Cancellation By subscribing, you agree to the terms of sale, including the  Cancellation and Refund Policy You authorize Adweek.com to charge your credit/debit card at the annual subscription price at the amount noted above now and in time to  automatically renew your Adweek.com subscription every year before the start of each new 12-month term unless you tell us to stop.  Renewal rates are subject to change at any time with or without notice your service will continue without interruption The cancellation goes into effect at the start of the following billing cycle contact customer service at 844.674.8161 (U.S.) or 845.267.3007 (Outside U.S.) Brittaney is Adweek's creative editor based in London Adweek is the leading source of news and insight serving the brand marketing ecosystem Magnum ice cream bars will be popping up outdoors this summer LOLA MullenLowe commissioned American artist Brendan Monroe to create monochrome posters and murals His surrealist bent and penchant for blobby shapes suits the brand’s aesthetic Monroe’s work for Magnum features stylized ice-cream bars as its central motif often summer-y manifestations of the brand’s “True to pleasure” ethos Here’s a kicky 22-foot-high mural in central London’s Shoreditch district: “The ice-cream shape is less distinct when you’re closer up see the bigger picture and then be pleasantly surprised with solving the visual puzzle,” LOLA Mullen creative chief Tomás Ostiglia tells Muse Those legs from the mural cross over to posters: This hat-and-shades number is equally … chill:  you’ve got ice cream all over your face: Magnum’s “pleasure” proposition does a body good:  “The natural media space for the ice cream category is outdoors in the summer but we wanted to break with the norm and create art where the appetite appeal of the product is more suggestive,” Ostiglia says “It is elegant and sophisticated, and the iconic ice-cream shape is so seamlessly integrated,” Ostiglia says. “Last year, we worked with Thomas Danthony, whose style was more art deco and colorful the simplicity of black and white with the complexity of shadows and volumes.” Hundreds of posters will appear around London in coming weeks The brand accompanies them and shines a light on them to make the point that pleasure can have many different meanings and layers.” Along with Magnum (which even spoon-fed us this Game of Thrones homage), other ice-cream brands raising the bar include Halo Top and Pantera Fresca’s Bittersweet Collection. David Gianatasio is managing editor at Clio Awards “Have you seen the new Lynx ads? What do you think of them?” LBB’s London office was certainly not alone in having this discussion after the fragrance brand dropped a brace of oddball dark comedy shorts created by LOLA MullenLowe and directed by Lionel Goldstein.‘Robbery’ and ‘Funeral’ are But they do have the tendency to leave the viewer with that “What the hell did I just watch” feeling They just feel profoundly different to the sort of advertising – and the sort of depictions of robberies and funerals – that we’re used to seeing.There is a kernel of familiarity in there though for anyone familiar with Lynx’s advertising heritage both films revolve around the attractive fragrance of the product.Astounded that this campaign actually got made – and is running in cinemas and online across the UK and Türkiye as well as in various Latin American countries such as Mexico and Uruguay this month – LBB’s Alex Reeves chats to LOLA MullenLowe executive creative director Tomas Ostiglia to hear more MADRID, SPAIN — Oumph! is back with a new spectacular campaign. Adopt a Carnivore, the award-winning Swedish plant-based brand, challenges plant-based consumers to adopt a carnivore for Veganuary “We would like to invite everyone who’s curious to try a plant-based diet to do so with enthusiasm and encouragement rather than making demands of them or by pointing guilty fingers We all know of that one curious colleague that stares into your lunchbox that sister who’s curious but too lazy to try or that grandma who wonders what this new plant-based food is all about “The idea behind Adopt a Carnivore is that it’s more likely that people take on a challenge like Veganuary if they do it in collaboration with a friend” and Head of Marketing at LIVEKINDLY Collective Nordics Executive Creative Director at LOLA MullenLowe says: “We love to challenge vegans to adopt a carnivore feeding them our plant-based delicious options We are keen to develop campaigns that will make the difference while doing it in an innovative and funny way.” Adopt a Carnivore features a range of advertising campaigns as well as social media and high-profile celebrity collaborations and will be running throughout Veganuary in a number of different countries where Oumph “January is the perfect month to try plant-based food” “Many people make boring New Year’s resolutions which are attached to depriving oneself of pleasure I would like to encourage a January filled with exceptionally good food Plant-based food can be amazing and Veganuary is the perfect time to share it with everyone you know.” When Burger King’s marketing teams aren’t setting fire to just about everything these days they’re putting the torch to mega-rival McDonald’s In the newest installment of its ongoing effort to troll the golden arches Burger King is again leveraging a lingering (and apparently international) cultural fear of clowns LOLA MullenLowe, the Spanish agency that won global acclaim for its Scary Clown Night promotion—which gives free Whoppers to those who dress as clowns on Halloween—has a new series of print ads featuring real photos of children terrified in the presence of clowns “Birthdays should be happy,” reads each ad followed by copy encouraging fans to book a “clown-free birthday party” at Burger King “Burger King knows that birthdays are a very big deal for kids and we believe they should be fun and clown-free,” says Marcelo Pascoa David Griner is former international editor at Adweek technology and marketing innovation for more than a decade Classic stick ice cream born in 1989 Magnum has recently decided to address its copycats with its newest humorous campaign by LOLA MullenLowe.In the spot a woman finds out that her partner has been buying ‘fake Magnums’ She asks herself what else he might be lying about and embarks on a journey through their home edited photographs from alleged adventures fake weights at their home gym and even a fake moustache. Deeply unsettled by the knock-off lifestyle she hadn’t previously suspected the woman storms off to the nearest supermarket to get herself a pack of real Magnums. Centred around the insight that customers often succumb to imitation ‘Magnum-like’ ice creams the brand knew that humour was the right tone to convey the main message of this campaign: Only Magnum is like Magnum.LBB’s Zoe Antonov spoke to managing director at LOLA Tom Elliston and Tomas Ostiglia to find out more about the casting and writing of the campaign as well as the agency’s long-standing relationship with the brand Burger King raised quite a few eyebrows last year with its Burning Stores print ad campaign, which featured real fires at the chain’s locations alongside a simple message: “Flame grilled since 1954.” It was a counterintuitive way to approach advertising but the work by agency David Miami was also a hit winning the 2017 Print Grand Prix at the Cannes Lions Now the brand is back with ads in a similar vein though this time with a new kind of accident: car crashes the ads feature cars that crashed while trying to drop by Burger King locations around the world