- Wall's is to relaunch Cornetto with a £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 Italian classic 'O Sole Mio', created by Still Price Lintas.
The new commercial, 'Cupid', breaks on TV 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-looking angel armed with a gold machine gun instead of the traditional bow and arrow. He loads his weapon up 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 tattoed, shaven-haired girl, and 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 new, heart-shaped Wall's logo.
Ben Langdon, 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 and the production company was Garetts.
Media was planned and bought by Initiative Media.