The 30-second TV ad will roll out on TV channels, including the ITV network and Channel 4, which best appeal to the brand’s target audience of women aged 16-34. It likens ‘The House of Häagen-Dazs’ to fashion brands such as the ‘House of Chanel’.
The ad has been shot in an 18th century Baroque chateau in Prague. It begins with Cooper entering an elaborate ballroom setting where he catches the attention of the glamorous Perez as he scoops ice-scream out of a Häagen-Dazs tub.
Perez then follows him to a private room to take some of his ice cream. She then locks herself in another room, teasing Cooper as she savours the rest of the desert.
Shorter five-second unbranded teaser films will air from 31 May to 2 June, ahead of the formal launch on 3 June. The global ad campaign is already live in America.
Patricia Stevens, a senior planner at UM London, said: "We’ll be supporting the TV activity with Facebook, YouTube and Twitter activity, as we take Häagen-Dazs further into the luxury space."
The ad was designed to communicate opulence, luxury and elegance to reinforce the brand's position as a premium ice-cream, with "crafted to captivate" as the central idea.
The creative agency behind the ad was Saatchi & Saatchi NY. Chris Graves was the creative director, and Allen Hughes, the director of ‘Broken City’, directed the film.
Alongside the TV and digital media, Häagen-Dazs will be the headline sponsor of the Luna Cinema, open-air film screenings in locations such as Kew Gardens, Warwick Castle and Ascot Racecourse over the summer.
Ed Culf, the marketing director at General Mills, said: "Bradley Cooper is the first celebrity to appear in a Häagen-Dazs campaign and is a perfect match for the brand, epitomizing class and style.
"The new House of Häagen-Dazs campaign will reassert the pioneering, quality credentials of the brand and highlight our pure captivation and craftsmanship."
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