A woman starts unpacking a bag of groceries bought by her husband/significant other. She stops in her tracks upon finding a box of vanilla ice cream bars dipped in chocolate–but it’s a nondescript generic brand pretending to look like Magnum premium ice cream bars. The fake treats start to get her wondering if her hubby/boyfriend is also a fake.
She begins to investigate that possibility and finds on varied fronts that he is indeed a fraud. Her quest to uncover the fakery has a suspense thriller vibe which plays humorously throughout. But it is seriously true that anyone who would buy fake Magnum bars has to pretty fake himself.
Martin Werner directed this tongue-in-cheek spot, “The Fraud,” via PROPPA and Bacon for agency LOLA MullenLowe, Madrid and Barcelona. (Werner is repped in the U.S. by RESET Content.)
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Credits
Client Magnum Agency LOLA MullenLowe Production PROPPA and Bacon Martin Werner, director; Cristina San Cayo, producer; Nicolaj Bruel, DP; Peter Grant, production designer; Melanie Buchhave, wardrobe stylist; Manel Rosa, make-up artist; Toni Frank, home economist. Casting Edu Prado, casting director, Barcelona; Esther Cocero, casting director, Madrid; Ditte Kiel, casting director, Denmark. VFX BaconX Jonas Drehn, VFX supervisor. Editorial Rasmus Nyholm Schmidt, editor
On World Teen Mental Wellness Day (3/2), the Ad Council has unveiled the latest expansion of its “Love, Your Mind” initiative with a new effort that will make mental health something teens can more easily talk about, celebrate and share. To help put mental health back in teens’ hands, the Ad Council is collaborating with teen and young adult creators, as well as leading social and digital platforms, to introduce a new word, “zill,” which is defined as any action to show love to your mind on good, bad, or whatever days.
According to Ad Council research fielded in December 2025, 70% of teens say they’ve experienced mental health struggles in the last six months, yet more than half (56%) don’t feel very knowledgeable about what actively caring for their mental health can look like. Many teens feel overwhelmed by the sheer volume of mental health messaging, which is often conflicting and framed in terms of struggles, and they lack a broader understanding of mental health and the everyday ways they can and do care for their minds.
“Teens told us loud and clear: they don’t want another lecture about mental health,” said Lisa, president and CEO, the Ad Council. “They want language and tools that feel real to them. We’re thrilled to collaborate with teens themselves to offer them a way to name the everyday actions that support their well-being so they can look out for themselves and each other.”
Through co-creation sessions, testing and creative exploration, zill--inspired by the word “resilience”--emerged as a word that felt flexible and empowering. To bring zill to life, an initial cohort of teen and young adult creators who shape culture are sharing their own everyday ways of showing love to their minds and... Read More
