McCann restores 80s 'Just one Cornetto' line

McCann-Erickson has resurrected the "Just one Cornetto" theme tune for the latest TV campaign for the Unilever-owned Wall's ice-cream brand's Love Potions variants.

The latest campaign, which has a budget of £6.5 million, features three executions, each in the style of an operetta. Each burst shows different people going to exceptional lengths to prise away a Cornetto from anyone who is in possession of one. All of them relate to the love theme.

The first spot, which breaks on 5 April, is filmed on a Moulin Rouge-style set. A woman walks into the room on the theatre stage in a rather dowdy overcoat, carrying her grocery shopping. She sees her partner sitting down eating a Love Potion Cornetto.

The music starts and she sings to her partner: "New Walls Cornetto, Give it to me." Her partner, dressed in a shiny shell suit, replies: "But it's hazelnut chocolate, No chance, honey."

The woman then tears off her coat to reveal glamorous shiny red underwear, as she sings: "I've something for you. For you to see. Give me Cornetto, and you'll get me."

The music then turns into a noisy guitar solo, as the man is so startled by her costume that he hands over the Cornetto.

The ad ends with a voiceover that says: "Try all six limited- edition Love Potions."

The second ad follows a similar format but features two people in an office, and breaks on 23 May. The final spot is called "beach girl" and breaks on 28 June.

Robert Van Leuwen, the international brand manager from Wall's, said: "Bringing back the well-loved Just one Cornetto song reflects what a significant year it is for the brand. The new limited-edition Cornetto Love Potions are an exciting development which we feel will invigorate the UK's number-one cone."

The ads were written by Neil Clarke and art directed by Jay Phillips.

They were directed by Nick Lewin for Cowboy Films. Media planning and buying is by Initiative Media.

The famous Cornetto theme tune, a variation of an Italian love song called O sole mio, was first used by the ice- cream brand in 1980.

Robert Campbell, the executive creative director at McCann, said: "We've taken a national treasure and made it totally contemporary."

Cornetto was launched in 1964 and was the first ready- packaged ice-cream cone. It has a 78.1 per cent share of the ice-cream cone sector.

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