Unilever debuts heat-activated ice cream taxi ads

07/19/2013 | Advertising Age (tiered subscription model)

A new ad campaign that appears only when temperatures hit a certain temperature is underway in the United Kingdom, where Unilever is advertising its Magnum Kisses ice cream on special, heat-activated signs on taxi cabs. The ads appear on LED screens mounted on top of taxis. The signs light up only when the thermometer reaches the 66 degrees Fahrenheit.

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