NEWS FROM HÄAGEN-DAZ

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New Häagen-Dazs advert to make you melt

Häagen-Dazs, the iconic ice cream brand, has announced today that it is launching a new advert at 7.30pm on Monday 12th October 2009.

Entitled ‘Melt Together’, the new advert plays on the theme of closeness featuring choreography and dancers from the Ukrainian National Ballet. Directed by Philippe André, the advert follows a couple as they share a tender moment behind-the-scenes at a performance of Swan Lake, and features the track Open Up Your Door by solo artist Richard Hawley.

Melt Together is the first brand commercial for Häagen-Dazs since 2005 and comes as part of a wider rebrand for the ice-cream, which focuses on the experience of sharing with someone special. The new Melt Together strap-line aims to position the brand as an initiator of moments of closeness.

Ed Culf, Marketing Director at General Mills said: “We’re very excited to announce the launch of our new advert. Melt Together aims to capture that true moment of closeness between a couple and show how Häagen-Dazs can make those moments extra special.”

The advert which will be shown in a 40 second spot has been created by advertising agency TBWA\ and will launch during Ugly Betty on Channel 4 at 22.10pm on Monday 12th October.


-Ends-

For images or more information about the advert or Häagen-Dazs please contact:

Frank PR on 020 7693 6999 or katebrackenborough@frankpr.it

Notes to Editors:

Key spots include:

12/10 C4, Ugly Betty

15/10 C4, Location, Location, Location

17/10 ITV, X-Factor

Creative:

We open on an ornate opulent theatre where a ballet performance is taking place. We pan high into the rafters and find a young couple sitting in the middle of a walkway looking down at the amazing performance. It’s a young stagehand who has taken his girlfriend to this amazing location for a behind the scenes view of the theatre. They need to be really quiet with the incredible performance taking place beneath them and can only communicate through touch, every time they touch, we see a subtitle appear. They have the best seats in the house and she is amazed by the view, our stagehand pulls out a spoon from his breast pocket and to top off an already fantastic moment he produces a tub of Häagen-Dazs. She leans over and gently kisses him on the cheek, a subtitle appears: ‘Thank you’, as the camera moves even higher we realise the two of them are now sitting close together, arms wrapped around each other’s back, we end on a Häagen-Dazs pack shot and the line ‘Melt Together’.

Credits:

Client: Abigail Marr

Advertising Agency: TBWA\

Creative Directors: Graham Cappi and James Gillham

Writer: Graham Cappi

Art Director: James Gillham

Agency Producer: Tamara Kennon

Planner: Kate Reading/Tom Morton

Director: Phillipe André

Production Company: Independent

Music: STREAM\Music