Ice cream brand Extrême today launch a new campaign based around the core belief that ice cream should be a spontaneous, immediate pleasure.
Created by creative agency Clutch and directed by WAAAW through HAMLET, the campaign centres on two TV spots that bring this philosophy to life with energy, colour and a distinctly offbeat spirit. They feature bold colours, playful humour and a sense of indulgent fun reflecting on the Extrême brand identity: joyful, unapologetic and anything but ordinary.
The soundtrack to the campaign features ‘Ice Cream’, an upbeat pop track by acclaimed international artist Mika aiming to mirror the feel-good world of the Extrême brand, reinforcing brand recall and emotional connection.
Laura Fantoni, Marketing Lead at Extrême said: “This type of semantic connivance, between a track and a product category, responds to a current challenge of TV campaigns: that of quickly installing a simple and memorable idea, to create an attention reflex, a memory, an emotion. Beyond the pop-cultural dimension, music is an advertising lever whose marketing impact is recognized.”
Jack Antoine Charlot, one half of directing duo WAAAW commented: “What we loved the most about working on this campaign was also what pushed us the hardest, and made us laugh the most by the creation of an extreme fantasy character. This is not easy, we needed to make it tangible, expressive, and genuinely funny at the same time”
Sidney Van Wichelen, the other half of directing duo WAAAW added: “The goal was clear: to create a character that’s instantly readable and instinctive without feeling too familiar, but grounding it in reality and fixing its shape and true presence.”
Marwan El Adrham, Clutch Agency CEO & Founder said:”Extrême didn’t need another campaign explaining what makes it special. It needed to become impossible to ignore. We built our films as an invitation, with Mr. Extreme as an extension of the brand that genuinely gives everyone the licence to simply give in.”
The campaign will run on TV in France along with outdoor and social media across Meta and TikTok channels.
The brand will also launch a TikTok challenge around the Mika “Ice Cream” song with the chance to win 2 tickets to the LA leg of Mika’s ‘North American’ Spinning Out Tour.
