Centered on a TV and online spot titled “An Extrême Night In,” the Froneri-owned brand Extrême Ice Cream conceived its latest campaign to increase brand awareness and relevance amongst the younger public while also introducing the brand’s latest product — a category-first cone made from cookie. Accompanied by a new packaging and visual identity and visible across TV, online video, OOH, and social, the audiences in the UK, France, Italy, Spain, Switzerland, and Israel can witness a pillow fight that turns into a heart-pounding duel.

In a new global campaign announcing the new Cookie Cone Extrême, the ice cream brand teams up with Droga5 London and takes a pillow fight to a more extreme level. Produced by SMUGGLER and directed by Similar But Different — a directing duo composed of Dani Girdwood and Charlotte Fassler — the one-minute-long video opens up to what seems to be a pajama party, where a group of girls is having fun while pillow fighting.

There’s nothing unusual here; viewers would think that it’s almost clichéd. But don’t let yourself be fooled by the first few seconds of the video as the rest of it looks like being the plot of a martial arts movie. Wanting to move away from “the polished portrayals of perfectly groomed women daintily snacking on ice cream,” motifs that are usually associated with the category’s ads, the brand imagines a pillow fight that is extremely… Extrême!

Speaking about the campaign, Shelley Smoler, Executive Creative Director at Droga5, comments: “We’re thrilled to launch our first film for Extrême. The work in the ice cream ad game is traditionally rife with perfectly lipsticked statues biting into their ice cream with a care and precision reserved for Murano glassblowers. This reckless assault on the senses will hopefully upend all the preconceived notions of what the category has to offer.”

Alicia Munday, Global Marketing Manager for Froneri, continues: “This year, we’ve taken the traditional ice cream cone to the Extrême, with an all-new cone made from Cookie. To coincide with the launch of this category first, we’ve developed a new creative platform for the brand — ‘Take It To The Extrême’ — which sets out to demonstrate how life can be better when you push it to the Extrême.”

When the two heroes — both armed with cushiony weapons — meet eyes, the pillow fight switches from a harmless game to a more dramatic one. If you want to see how this crazy battle unfolds, then get ready, set, and hit play on the video below!

Credits:

Client: Froneri

Group Head of Marketing: Bernard Tual

Global Marketing Manager: Alicia Munday

Strategic Marketing Manager: Laura Fantoni

Agency: Droga5 London

Chief Creative Officer: David Kolbusz

Executive Creative Director: Shelley Smoler

Group Creative Director: Raphael Basckin

Creatives: Teddy Souter, Frazer Price, Holly Bidgood, Charlotte Barnard

Head of Production: Peter Montgomery

Senior Producer: Sophie Paton

Assistant Producer: Olly West

Head of Strategy: Damien Le Castrec

Strategy Director: Francesca Zedde

Senior Account Director: Callum Raines

 

Account Director: Michael Ferdenzi

Production Credits

Directors: Similar But Different

Production Company: SMUGGLER

Prod. Company Producer: Nick Fewtrell

Prod. Company Exec Producer: Sara Wallace

DOP: Pat Aldinger / Julian Jonas Schmitt

Local Service Company: Tango Poland

Editor: The Quarry

Editor: Scot Crane

Post Production: Electric Theatre Collective

VFX lead: Nina Mosand

VFX Producer: Amie Kingsnorth

Colourist: Luke Morrison

Sound: String & Tins

Sound design & Mix: Culum Simpson / Joe Wilkinson

Sound Producer: Olivia Endersby

Music: The Runaways: ‘Cherry Bomb’

Composers: Joan Jett / Kim Fowley

Music Supervisor: Hywel Evaans at Run! Get Music!