Few brands have consistently made as much of how their products sound as Magnum. The improbably loud CRONK as a pouting model bites into her favourite frozen treat suggests luxury and decadence: a thin choc ice for children this is not.

In a new duo of ads, sound is central, not a detail. In one, the sound of a bite sends a groggy-looking cat spectacularly skyward. In a complementary spot for Bonbon bites, which are being snacked upon in a library (serving suggestion alert!), the sound causes a catastrophic loss of composure for a man at the top of a ladder.

Use of slow-motion and a string-laden soundtrack subtly reinforce the brand’s classy credentials. Funny – and elegantly so.

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