"Haagen Dazs Made for Movies" is a year-long campaign that plays on the popularity of staying at home to watch a video and eat a tub of ice cream.
The advertising is created by TBWA\London, the first since the agency was appointed to the 拢30m account in April. It breaks on November 4 and will include TV and cinema ads, as well as outdoor advertising and radio spots.
The TV ads will feature Haagen-Dazs taking starring roles in famous films, while the outdoor work recreates famous scenes from movies including 'The Magnificent Seven' and 'Vertigo', with tubs of Haagen-Dazs taking the place of Steve McQueen and James Stewart.
Aside from the advertising, Haagen-Dazs will sponsor Sky Movies, and promote the campaign on packs of the ice cream. It will also have a tie-in with Blockbuster for the video rental release of 'About a Boy', and give discounts to people buying videos and DVDs from Amazon.
It is rounded off by a national sampling campaign with the World's Smallest Cinema, where people can watch a scene of the movie 'About a Boy" and then see how much more enjoyable it is watching it with a mouthful of Haagen-Dazs.
Martin Lloyd, commercial director for Haagen-Dazs, said: "The full integrated Made For Movies campaign is our most exciting ever, combining TV and outdoor advertising, radio, unique sampling activities, exclusive online and in-store promotions, advertorial and PR support.
"Our commitment to supporting film ties in to Haagen-Dazs synergy with the pleasure of movie nights at home."
It is a complete move away from its last major eating push, in which viewers were told that "pleasure is the path to joy", in a campaign created by Euro RSCG.
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