Here at Ben & Jerry’s, we’re concerned that the dominant message we see in society today is one of division. Whether it’s televised political debates or newspaper headlines, it’s sometimes easy to think the world is becoming increasingly divided. So, we’ve been thinking about how we can amplify a message of unity & love using the thing we know best… ice cream! Say hello to East Coneville!
Agency Nice and Serious created this heartwarming campaign for Ben & Jerry’s Europe after the US election results left the world in tears. The Leader Lemon’s leaf ‘hair’ reminds me of a certain someone’s iconic hairstyle…
Ben & Jerry’s is a brand that has always proudly maintained liberal values, and whilst most brands stay away from expressing political views, they have never been afraid to stand up for what’s right – in 2009, they celebrated the legalisation of gay marriage in Vermont by releasing ‘Hubby Hubby’, a supportive rename of its ‘Chubby Hubby’ ice cream.
The video contains a tone of hidden messages relating to the division and prejudice Trump’s campaign has created, such as “Zest is Best” and “Go Home!”. The dejected cherry is left furious (like millions of us all over the world) and intimidated, but is eventually welcomed by a kind Lemon, offering to share music followed by fake tweets such as “Coneville welcomes all flavours! #BetterTogether” (N.B. the LGBT flags!)
Anyone notice the name of the park ‘Rosa Park’? I’m not crying, you are.