Häagen-Dazs, has launched a new advert which plays on the theme of closeness.
Entitled ‘Melt Together’, the new advert features choreography and dancers from the, errrrrr, 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.
“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,” said Marketing Director at General Mills, Ed Culf.