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Magnum “Stick to the original” 2024

Magnum “Stick to the original” (2024) is a Magnum commercial directed by Martin Werner for LOLA MullenLowe, produced by PROPPA. It won 2 awards, including Effie Europe 2024 Gold (Food) and El Ojo de Iberoamérica 2024 Bronze Film.

A woman discovers her partner has been buying fake Magnum ice cream, leading her to question their entire relationship and ultimately seek the true pleasure of an original Magnum.

Video: LOLA Mullenlowe on Vimeo

Shot by shot

  1. A man in a grey jacket and sunglasses walks into a modern house with glass walls, carrying a paper bag.© Magnum0:00
  2. A woman with short hair smiles as a man with a mustache stands behind her, gently touching her shoulders in a bright, outdoor setting.© Magnum0:03
  3. A person's hands hold a box of "ICE CREAM CLASSICAL" with two chocolate-covered ice cream bars on the front, in an interior setting.© Magnum0:09
  4. A man with a mustache and headphones sits in a chair, reading a book and looking at his phone in a sunlit room.© Magnum0:17
  5. Magnum “Stick to the original”, shot 12© Magnum0:22
  6. Magnum “Stick to the original”, shot 14© Magnum0:26
  7. A hand holds a small digital photo frame displaying a man in an orange jacket with an eagle on his arm, standing on a snowy mountain.© Magnum0:29
  8. A young woman in a white shirt and shorts is seen through a window, playing an air guitar with a broomstick in a modern house.© Magnum0:35
  9. A man with a mustache and glasses, wearing headphones, sits in a chair reading a book while a person walks past him in a modern living room.© Magnum0:39
  10. A woman with short brown hair and a white shirt stares intensely at the camera in a dimly lit room.© Magnum0:41
  11. A man with a mustache and headphones looks up with a slightly open mouth, in a dimly lit room.© Magnum0:46
  12. A man with dreadlocks and glasses, wearing a striped shirt, sits behind a counter in a cluttered convenience store, looking up at someone off-screen.© Magnum0:55

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

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

The idea

A woman discovers her partner's fake Magnum, questioning their entire relationship.

Tagline: “Magnum. True to pleasure.”

relationship dramadiscovery of deceptionflashbacks/montage of memoriesseeking authenticityproduct as emotional anchorjourney for satisfaction

The cut

Length
77 s
Shots
45
Average shot
1.7 s

What creatives use Magnum “Stick to the original” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Magnum “Stick to the original”? 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 man in a grey jacket and sunglasses walks into a modern house with glass walls, carrying a paper bag.© MagnumA woman with short hair smiles as a man with a mustache stands behind her, gently touching her shoulders in a bright, outdoor setting.© MagnumA person's hands hold a box of "ICE CREAM CLASSICAL" with two chocolate-covered ice cream bars on the front, in an interior setting.© MagnumA man with a mustache and headphones sits in a chair, reading a book and looking at his phone in a sunlit room.© Magnum
    Frames from Magnum “Stick to the original”

  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 “Stick to the original” in order, with its length, framing and what happens in it.

    A man in a grey jacket and sunglasses walks into a modern house with glass walls, carrying a paper bag.© MagnumA woman with short hair smiles as a man with a mustache stands behind her, gently touching her shoulders in a bright, outdoor setting.© MagnumA person's hands hold a box of "ICE CREAM CLASSICAL" with two chocolate-covered ice cream bars on the front, in an interior setting.© MagnumA man with a mustache and headphones sits in a chair, reading a book and looking at his phone in a sunlit room.© MagnumMagnum “Stick to the original”, 0:22© MagnumMagnum “Stick to the original”, 0:26© Magnum
    Length: 77 s · Shots: 45 · Average shot: 1.7 s

  3. 03Ad ideas: every spot built on a relationship drama

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

    Magnum “Stick to the original” is built on a relationship drama. Search the library by idea to see every spot that uses it.

    Posten (The Norwegian Postal Service) “Father Christmas & Mother Earth”© Posten (The Norwegian Postal Service)Whatsapp Inc. “ONE“ – WhatsApp New Year’s Campaign”© Whatsapp Inc.OLG “Take a Break with My PlayBreak”© OLGVolkswagen “Cold Shoulder”© Volkswagen
    Posten (The Norwegian Postal Service) · Whatsapp Inc. · OLG · Volkswagen

More commercials by Martin Werner

  • Jack & Jones "Making The Cut" (2014) commercial still© Jack & JonesJack & Jones “Making The Cut” 2014Dir. Martin Werner · &Co.Eurobest Grand Prix 2013
  • Magnum "Not Available In The Metaverse" (2023) commercial still© MagnumMagnum “Not Available In The Metaverse” 2023Dir. Martin Werner · LOLA MullenLoweEl Ojo de Iberoamérica Gold 2023
  • Switzerland Tourism "No Drama" (2021) commercial still© Switzerland TourismSwitzerland Tourism “No Drama” 2021Dir. Martin Werner · Wirz CommunicationsADC Europe Gold 2022
  • COOP Naturaplan "Franky" (2021) commercial still© COOP NaturaplanCOOP Naturaplan “Franky” 2021Dir. Martin Werner · JUNG von MATT/LIMMATCiclope Gold 2021
  • Canal+ "Dads" (2016) commercial still© Canal+Canal+ “Dads” 2016Dir. Martin Werner · BETCEpica Gold 2016
  • Protergia "The Latecomers" (2025) commercial still© ProtergiaProtergia “The Latecomers” 2025Dir. Martin WernerEpica Silver 2025

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 “Stick to the original” commercial?

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

Which agency made Magnum “Stick to the original”?

LOLA MullenLowe created it for Magnum (2024).

What awards did Magnum “Stick to the original” win?

2 awards, including Effie Europe 2024 Gold (Food) and El Ojo de Iberoamérica 2024 Bronze Film.

What is the tagline of Magnum “Stick to the original”?

“Magnum. True to pleasure.”

Sources for the credits and awards

elojodeiberoamerica.comeffie.orgyoutube.com