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
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
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.