Unilever ice-cream brand Magnum is going all out for romance with a campaign for International Kissing Day (July 6, in case you didn't know) that aims to bring two of literature's most famous lovers together in more than just imagination.

The campaign aims to unite Dante and Beatrice in a kiss, because, despite the Italian poet dedicating his greatest romantic writing to his muse, the two were never together romantically. So, in line with the Magnum brand's positioning of combining pleasure and art, agency Lola MullenLowe commissioned Italian artist Roberto Ferri to create an original artwork portraying the pair enveloped in a kiss.

The painting is on display in Palazzo Firenze in Rome, the headquarters of the Dante Alighieri Society, until July 11, and can also be visited via a digital exhibition celebrating the 700th anniversary. of Dante's death. The kiss is also recreated in an ad, seen here, directed by Maxi Blanco of Landia, which is running on TV in Italy.