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!