A pillow fight gets extreme in this high-octane ice cream ad

Your typical pillow fight just got a lot more extreme. Froneri, the largest ice cream producer in Europe by volume, debuted a new spot that brings punch to the usual slumber party. It starts with a typical scene of women giggling and tossing pillows in a bedroom, then quickly escalates to a one-on-one battle between two of the party-goers. One pushes the other out of a window, taking the tussle to the parking garage, launching an even fiercer face-off and scaring away a man in an elevator. The Runaways' iconic punk rock track “Cherry Bomb" provides the perfect sonic backdrop to the colorful chaos. The spot ends with one final duel before both are seen biting intensely into the product. The work is the brand's first from Droga5 London. It introduces Froneri's latest chilly treat, Cookie Cone Extrême, with a cone made of cookies. Directed by Dani Girdwood and Charlotte Fassler of Similar But Different, it brings a fresh approach to the category, introducing high-octane thrills in place of the more familiar delicate, precious scenarios. Also see: The top 5 creative campaigns to watch now. The debut of the new product coincides with Fronteri's new "Take It To The Extrême" creative platform, "which sets out to demonstrate how life can be better when you push it to the 'Extrême,'” said Alicia Munday, global marketing manager for Froneri, in a statement. “The work in the ice cream ad game is traditionally rife with perfectly lipsticked statues biting into their ice cream with a care and precision reserved for Murano glass blowers," added Shelley Smoler, executive creative director at Droga5. "This reckless assault on the senses will hopefully upend all the preconceived notions of what the category has to offer.” The new spot, titled “An Extrême Night In," is part of a wider marketing campaign that will include new packaging and a new visual identity. The spot rolls out in the U.K., France, Italy, Spain, Switzerland and Israel across TV, online video outdoor and social media.

A pillow fight gets extreme in this high-octane ice cream ad

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