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Magnum “The will by Iris Apfel” 2019

Magnum “The will by Iris Apfel” (2019) is a Magnum commercial directed by Martin Werner for LOLA MullenLowe, produced by PROPPA. It won 2 awards, including El Ojo de Iberoamérica 2019 Silver Film – FL11 – Institucional, imagen corporativa y patrocinios. Responsabilidad Social Empresaria.

Fashion icon Iris Apfel shares her "will" to the world, encouraging everyone to live authentically and embrace pleasure, all while enjoying a Magnum ice cream.

Video: Magnum on YouTube

Shot by shot

  1. An older woman in a blue outfit sits at a table by a pool, seen through ornate archways of a luxurious interior.© Magnum0:02
  2. An older person with wrinkled hands, wearing a teal top, writes a letter with a pen at a table outdoors, with a teacup in the background.© Magnum0:13
  3. An older woman with white hair and large glasses, wearing a vibrant teal fur coat, writes at an outdoor table in a luxurious setting.© Magnum0:16
  4. An older person with wrinkled hands, wearing a colorful jacket, holds a Magnum White Chocolate ice cream bar, unwrapping it in an interior setting.© Magnum0:22
  5. Iris Apfel, an elderly woman with grey hair and large glasses, sits on a couch, taking a bite of a white Magnum ice cream bar in a lavish interior.© Magnum0:24
  6. Iris Apfel, an elderly woman in a blue fur coat, stands among mannequins dressed in colorful outfits in a lavish room, as the camera slowly zooms in.© Magnum0:27
  7. A woman with white hair in a green fur coat stands among mannequins in a room with ornate decor, as text appears on screen.© Magnum0:30
  8. An older woman with white hair and glasses, wearing a green fluffy coat, is seen in profile, looking up and to the right, with a film frame overlay.© Magnum0:33
  9. A white mannequin wears a yellow and purple patterned top with a black spiky necklace in a brightly lit room with yellow curtains.© Magnum0:37
  10. Iris Apfel, an elderly woman with white hair, large glasses, and a turquoise fur coat, smiles at the camera in an interior setting.© Magnum0:39
  11. An elderly woman with white hair and a vibrant blue fur coat sits at a table by a swimming pool, looking down at something in her hands.© Magnum0:47
  12. Iris Apfel, an elderly woman with white hair, large glasses, and a teal fur coat, looks up and to the right in an outdoor setting.© Magnum0:51

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

Iris Apfel's will: a legacy of authenticity and pleasure, embodied by Magnum.

Tagline: “Magnum. True to pleasure.”

celebrity endorsementlegacy messageinspirational monologuefashion iconvintage film aesthetic

The cut

Length
60 s
Shots
31
Average shot
1.9 s

What creatives use Magnum “The will by Iris Apfel” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Magnum “The will by Iris Apfel”? 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.

    An older woman in a blue outfit sits at a table by a pool, seen through ornate archways of a luxurious interior.© MagnumAn older person with wrinkled hands, wearing a teal top, writes a letter with a pen at a table outdoors, with a teacup in the background.© MagnumAn older woman with white hair and large glasses, wearing a vibrant teal fur coat, writes at an outdoor table in a luxurious setting.© MagnumAn older person with wrinkled hands, wearing a colorful jacket, holds a Magnum White Chocolate ice cream bar, unwrapping it in an interior setting.© Magnum
    Frames from Magnum “The will by Iris Apfel”

  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 “The will by Iris Apfel” in order, with its length, framing and what happens in it.

    An older woman in a blue outfit sits at a table by a pool, seen through ornate archways of a luxurious interior.© MagnumAn older person with wrinkled hands, wearing a teal top, writes a letter with a pen at a table outdoors, with a teacup in the background.© MagnumAn older woman with white hair and large glasses, wearing a vibrant teal fur coat, writes at an outdoor table in a luxurious setting.© MagnumAn older person with wrinkled hands, wearing a colorful jacket, holds a Magnum White Chocolate ice cream bar, unwrapping it in an interior setting.© MagnumIris Apfel, an elderly woman with grey hair and large glasses, sits on a couch, taking a bite of a white Magnum ice cream bar in a lavish interior.© MagnumIris Apfel, an elderly woman in a blue fur coat, stands among mannequins dressed in colorful outfits in a lavish room, as the camera slowly zooms in.© Magnum
    Length: 60 s · Shots: 31 · Average shot: 1.9 s

  3. 03Ad ideas: every spot built on a celebrity endorsement

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

    Magnum “The will by Iris Apfel” is built on a celebrity endorsement. Search the library by idea to see every spot that uses it.

    Novartis “Relax Your Tight End”© NovartisUber Eats “A Century of Cravings”© Uber EatsUber Eats + Special US “Football is for Food”© Uber Eats + Special USCadbury Celebrations “My SRK Ad”© Cadbury Celebrations
    Novartis · Uber Eats · Uber Eats + Special US · Cadbury Celebrations

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 “The will by Iris Apfel” commercial?

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

Which agency made Magnum “The will by Iris Apfel”?

LOLA MullenLowe created it for Magnum (2019).

What awards did Magnum “The will by Iris Apfel” win?

2 awards, including El Ojo de Iberoamérica 2019 Silver Film – FL11 – Institucional, imagen corporativa y patrocinios. Responsabilidad Social Empresaria and El Ojo de Iberoamérica 2019 Bronze Producción Audiovisual – PA2 – Dirección de Arte.

What is the tagline of Magnum “The will by Iris Apfel”?

“Magnum. True to pleasure.”

Sources for the credits and awards

elojodeiberoamerica.comelojodeiberoamerica.com

Magnum “The will by Iris Apfel” (2019) Commercial by Martin Werner: Credits, Awards & Stills