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Wall’s is to relaunch Cornetto with a pounds 2.4 million campaign

designed to modernise the image of the famous ice-cream brand.

The campaign was created by McCann-Erickson and marks a return to

television for the brand made famous by the ’just one Cornetto’ pastiche

of the classic Italian song, O Sole Mio, created by Still Price Lintas.

The new commercial, ’cupid’, breaks on television and in cinemas on 24

May.

The ad begins in a park, where a geriatric cupid is trying

unsuccessfully to pair up two young people. Suddenly, in flies a

youthful angel, armed with a gold machine-gun instead of the traditional

bow and arrow. He loads his weapon with Cornettos and fires one at the

unsuspecting pair, who are instantly transformed into a doting

couple.

The older cupid then borrows the machine-gun with disastrous results, as

he accidentally pairs up a nerdy-looking boy with a tattooed,

shaven-haired girl, and then a rider with her horse. The ad is

accompanied by the Tom Jones track, Help Yourself, and ends with the

line: ’Wall’s Cornetto. It’s a love thing’ together with the

heart-shaped Wall’s logo.

Ben Langdon, the chief executive of McCanns, said: ’Everyone remembers

the ’just one Cornetto’ ad, but it is now appropriate to modernise the

image and subsequently the advertising of the brand.’

The commercial was written by Stefano Campora and art directed by

Jonathan Padfield. It was directed by Nicholas Barker through James

Garrett & Partners.

Media was planned and bought by Initiative Media.