Magnum has teamed up with fashion icon and modern-day muse Iris Apfel for a new campaign, called “Never Stop Playing,” that celebrates true pleasure and encourages people to be true to themselves.
The 97-year-old lady, who became the ice cream brand’s new muse, writes her will in one of the two spots included in the campaign. Produced by Martin Werner, the ad features Apfel sitting at a table by the pool and writing down her thoughts and listing the things she leaves behind. “I never think of my age. It’s just a number. One day I’ll be gone and if you’re thinking of what I’ll do with everything I own, I’m going to leave it all to you. To the critics, I leave you my sense of humor. To the photographers, I give you my lights. To the painters, I give you my colors. And to the young, I give you my inner strength. Never, never stop being authentic. You’re not risking, you’re not living. And please, be true to yourself,” Apfel says in voiceover.
“Be true to your pleasure” an onscreen line reads at the end of the advert, which features the single “Nothing Burns Like The Cold” by LA-based Persian R&B singer Snoh Aalegra, feat. Vince Staples (her frequent collaborator and label mate), from her 2017 album “FEELS”.
The “Never Stop Playing” international campaign is set to debut later this month, at the 72nd Cannes Festival (which will be taking place between May 14 and May 25, 2019).
In the past two years, Magnum had two duos to pitch its ice cream: Cara Delevingne and Jeremy Scott in 2017 and Bella Hadid and Alexander Wang in 2018.