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Muller has unveiled a press campaign for its new ice-cream range

which takes a swipe at the famous advertising of its rival,

Haagen-Dazs.

The ad, which introduces Muller’s Luxury Dairy Ice Cream, parodies

Haagen-Dazs’s sexy campaigns in which lovers use ice-cream as part of

their foreplay to underline the self-indulgence inherent in such a

luxury brand.

Created by Team Saatchi, the Muller ad features a sepia photograph of a

scantily clad couple in bed, feeding each other ice-cream. But the

picture has annotations highlighting the elements of this type of

campaign: ’the pretty girl’, ’the moody photography’, ’the dairy

ice-cream’ and ’a bloke in a vest’. The copyline above the picture

reads: ’Everything you’d expect from a luxury ice-cream ad, except the

name at the bottom of the page.’

The body of text explains, ’behind the sexy images of sultry models

smearing it over each other, all luxury ice-creams are pretty much the

same. Until now ...’

The copy describes how Muller has put ’a separate delicious topping in

the corner’: thus the lemon flavour ice-cream comes with crumble, banana

with a tropical fruit sauce and apple with a rich toffee sauce. The text

ends: ’Luxury ice-cream you really wouldn’t want to waste on anybody

else. Literally.’

The ad was written by Team Saatchi’s Martin Gillan and art directed by

Dave Lang.

The campaign breaks in magazines and newspaper supplements on 30

May.

Media is handled by Zenith.