It was time to celebrate Magnum’s classic ice cream, which has remained pretty much the same after more than 30 years. A cracking chocolate shell on the outside and smooth vanilla ice cream inside. To do so we created a spot that championed timeless pleasure, regardless of age. Pleasure is not a question of age but attitude.

Enter The Pleasure Residence, a magical place that grants pleasure seekers a taste of the good life, inviting them to step into a world where nothing gets old. Because with the passing of time you only have two options: you can get old, or you can get classic, like our ice cream.