Dressing, dancing, and singing are just a few of the activities that have already been brought and enjoyed in the metaverse; unfortunately, eating ice cream does not seem to be one of them at the moment.
Magnum, one of the world’s leading ice cream companies, aimed to emphasize this theme in its latest “#NotAvailableInTheMetaverse” campaign.
The campaign, created in collaboration with the Spanish creative agency LOLA MullenLowe, includes a short movie in which an avatar uses VR headsets to escape to the real world. It appears to be able to move and experience sensations, but when handed a Magnum ice cream on a train, the avatar quickly finds that it cannot eat or taste it.
The clip concludes with the avatar removing VR headsets, desiring to escape the virtual world to have some real-life experiences, with the words “Not Available in the Metaverse” showing.
“We believe pleasure can be found in both the offline and the online worlds. However, the pleasure of eating ice cream is not, yet, available in the virtual world,” said Sara Paixao, global digital brand manager at Magnum.
Through this campaign — which was also displayed at Metaverse Fashion Week in Decentraland — Magnum aims to encourage people to set aside some time to enjoy offline experiences that aren’t yet possible in the metaverse, such as the “pleasure of indulging in a Magnum.”