Nestle // Extrême
"There's a trope within ice cream ads: a pristine model daintily eats the treat without making even the slightest mess.
Extrême, the French ice cream brand owned by Froneri, breaks those cliches with an ad about a pillow fight that escalates to dramatic heights, showing a messier, playful side of the category. Created by Droga5 London, the global campaign is a new creative direction for the brand as it aims to appeal to a younger audience.
“An Extrême Night In” starts with a pillow fight among a group of young women. But things quickly take a turn when two of the women lock eyes and engage in an epic duel.
After one of them crashes out of a window from the impact of her opponent’s pillow, their chase spills out into a city and a gritty parking garage at night. It’s more like a scene out of an action movie rather than an ice cream ad.
The spot’s soundtrack is “Cherry Bomb” by The Runaways, a classic punk track that embodies the brand’s more energetic and rebellious tone of voice."
-Brittaney Kiefer for AdWeek