Halo Top ice cream tastes so delicious and has so few calories, it’s only fit to exist in a dystopian society. Well, maybe not, but that’s more-or-less the point being made in the modish company’s bizarre new ad.
Halo Top quickly built itself a reputation in our image-obsessed yet self-indulgent society as the go-to diet ice cream, and its appeal to ironic meme-ers and conspiracy theorists has become chillingly clear after one look at an ad that could be straight out of “Black Mirror.”
In the promotion (to be shown before feature films such as “It”and “Kingsman: The Golden Circle”), a robot force-feeds an elderly woman wearing only a loose white garment in a sterile room. The woman comes into a conscious awareness halfway through the commercial as she denies another vanilla scoop. “Humans require ice cream,” says the robot.
While Halo Top is undeniably sweet, the advert’s narrative is hardly cloying, both in plot and its infamous shooting location, The 14th Factory art installation recreating the white bedroom in “2001: A Space Odyssey.” Director Mike Diva is no stranger to the weird, dark, and mysterious — you can watch his terrifying “Slenderman” short, or one where Hillary Clinton shows off her dank memes.
“We basically let him have free rein,” Halo Top CEO & Founder Justin Woolverton told Ad Age. Woolverton also revealed that this is the most that the company has ever spent on a single advertisement.
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Whatever their methods, Halo Top has been named the best-selling pint of ice cream in U.S. grocery stores, since humans do, in fact, require ice cream (but not the added sugar).