framethrower

Study the greats · Find refs fasterFilmmakers · Animators · Advertisers

GenreDramaThrillerComedyHorrorRomanceActionCrimeSci-fiAdventureAnimation

Magnum “In The Metaverse” 2023

Magnum “In The Metaverse” (2023) is a Magnum commercial directed by Martin Werner for LOLA MullenLowe, produced by Bacon. It won one award: El Ojo de Iberoamérica 2023 Silver Film – FL1 – Alimentos y bebidas.

In a futuristic metaverse, a woman seeks real pleasure, finding it not in virtual reality but in the tangible delight of a Magnum ice cream.

Video: Bacon on Vimeo

Shot by shot

  1. A wide shot of a futuristic city at night, with towering skyscrapers, flying vehicles, and large holographic advertisements illuminating the dark sky.© Magnum0:00
  2. A futuristic laundromat called "Virtual Wash Inc." glows with neon lights on a rainy city street at night, with a car passing by.© Magnum0:05
  3. A woman with blue skin and hair, wearing an orange jacket, turns to face the camera in a dimly lit laundromat.© Magnum0:08
  4. A female avatar with purple hair and a red jumpsuit crosses a futuristic city street at night, with flying cars and neon signs.© Magnum0:13
  5. A person in an orange top raises their hands towards the camera, as another person walks past them on a patterned floor.© Magnum0:44
  6. A woman with purple hair and an orange jacket wears a VR headset, looking up and then turning to her right, in a futuristic apartment with a city view at night.© Magnum0:50
  7. A woman in an orange coat and red boots stands still in a busy, grand train station as people walk past her with luggage.© Magnum0:54
  8. A woman with dark hair in an orange top stands on a train platform at night, looking towards a train and a "Central Station" sign.© Magnum0:57
  9. A man with long grey hair and a beard, wearing a dark uniform, looks at the camera and then down at a Magnum Classic ice cream bar in a silver bowl of ice.© Magnum1:07
  10. A young woman with dark hair and an orange top sits in a train, looking around with a curious expression.© Magnum1:15
  11. A woman with blue hair in a red dress stands in a futuristic apartment, looking out at a neon-lit cityscape at night.© Magnum1:30
  12. A woman with blue hair stands with her back to the camera, looking out a window at a futuristic city at night, with text overlaid.© Magnum1:36

Stills © Magnum. Made by LOLA MullenLowe, Bacon and Martin Werner.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Real pleasure is found in the real world, not the metaverse.

Tagline: “true to pleasure”

futuristic cityvirtual reality escapesearch for meaningcontrast between virtual and realunexpected discoverysensory experience

The cut

Length
103 s
Shots
42
Average shot
2.5 s
Format
mixed

What creatives use Magnum “In The Metaverse” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Magnum “In The Metaverse”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A wide shot of a futuristic city at night, with towering skyscrapers, flying vehicles, and large holographic advertisements illuminating the dark sky.© MagnumA futuristic laundromat called "Virtual Wash Inc." glows with neon lights on a rainy city street at night, with a car passing by.© MagnumA woman with blue skin and hair, wearing an orange jacket, turns to face the camera in a dimly lit laundromat.© MagnumA female avatar with purple hair and a red jumpsuit crosses a futuristic city street at night, with flying cars and neon signs.© Magnum
    Frames from Magnum “In The Metaverse”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Magnum “In The Metaverse” in order, with its length, framing and what happens in it.

    A wide shot of a futuristic city at night, with towering skyscrapers, flying vehicles, and large holographic advertisements illuminating the dark sky.© MagnumA futuristic laundromat called "Virtual Wash Inc." glows with neon lights on a rainy city street at night, with a car passing by.© MagnumA woman with blue skin and hair, wearing an orange jacket, turns to face the camera in a dimly lit laundromat.© MagnumA female avatar with purple hair and a red jumpsuit crosses a futuristic city street at night, with flying cars and neon signs.© MagnumA person in an orange top raises their hands towards the camera, as another person walks past them on a patterned floor.© MagnumA woman with purple hair and an orange jacket wears a VR headset, looking up and then turning to her right, in a futuristic apartment with a city view at night.© Magnum
    Length: 103 s · Shots: 42 · Average shot: 2.5 s · Format: mixed

  3. 03Ad ideas: every spot built on a futuristic city

    Before you present an idea, you need to know who has done it, and how.

    Magnum “In The Metaverse” is built on a futuristic city. Search the library by idea to see every spot that uses it.

    Hutchison Three “Three 5G: The Future”© Hutchison ThreeJaguar “History Repeating”© JaguarQiddiya “Racing. Elevated”© QiddiyaAll Of Us Here “Himmapan”© All Of Us Here
    Hutchison Three · Jaguar · Qiddiya · All Of Us Here

More commercials by Martin Werner

More from LOLA MullenLowe

Award-winning food & qsr commercials

  • Uber Eats "A Century of Cravings" (2025) commercial still© Uber EatsUber Eats “A Century of Cravings” 2025Dir. Jim Jenkins · SpecialEffie Awards Grand Prix 2026
  • Uber Eats + Special US "Football is for Food" (2025) commercial still© Uber Eats + Special USUber Eats + Special US “Football is for Food” 2025Dir. Jim Jenkins · SpecialEffie Awards Grand Prix 2026
  • DoorDash "DoorDash All the Ads" (2024) commercial still© DoorDashDoorDash “DoorDash All the Ads” 2024Dir. Mike Diva · Wieden+KennedyCannes Lions Titanium 2024
  • Skittles "Apologize the Rainbow" (2023) commercial still© SkittlesSkittles “Apologize the Rainbow” 2023DDBLondon International Awards Grand Prix 2023
  • Burger King "As Good as the Original" (2023) commercial still© Burger KingBurger King “As Good as the Original” 2023Dubai Lynx Grand Prix 2023
  • Cadbury Celebrations "My SRK Ad" (2023) commercial still© Cadbury CelebrationsCadbury Celebrations “My SRK Ad” 2023Dir. Divij Kulkarni · OgilvyEffie Awards Grand Prix 2023

Questions

Who directed the Magnum “In The Metaverse” commercial?

Martin Werner directed it, produced by Bacon, for the agency LOLA MullenLowe.

Which agency made Magnum “In The Metaverse”?

LOLA MullenLowe created it for Magnum (2023).

What awards did Magnum “In The Metaverse” win?

1 awards, including El Ojo de Iberoamérica 2023 Silver Film – FL1 – Alimentos y bebidas.

What is the tagline of Magnum “In The Metaverse”?

“true to pleasure”

Sources for the credits and awards

elojodeiberoamerica.com