When I look back on my childhood, ice cream was definitely a part of it and always associated with positive feelings of joy. As we get older, ice cream and other pleasure foods have gone from being associated with celebrations to either rare treats or emotional binge eating to drown your sorrows.
Halo Top, which has become well known for making great tasting ice cream with fewer calories and fat which adults have gravitated to. Their first national ad campaign, by 72andSunny, brings to the front of discussions the flip in sentiment and association that adults have with ice cream versus children.
The commercial brilliantly hits on the trend of using the emotional connection with the target audience in an entertaining yet oxymoronic approach as the storyline is sad, but the colors, music and setting are happy. The children are confused as to why they can't get Halo Top ice cream, but the adult man in the story was able to get ice cream and the explanation circles around the realities of life for adults and the subtle innuendo to eat away your emotions or turn to ice cream when things get back.
The commercial is entertaining and distinguishes the Halo Top brand from any other ice cream product out there. Ice cream for adults - who would have guessed!
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