Halo Top Dances Into Summer With Slammin' Spot from Deloitte's Heat

Stop 'shoulding' yourself already!

Should you lose weight? Work out more? Should you eat more salad? Or skip dessert?

Ye-ah, you could do those things. Then again, you could take your cues from plus-size model Maria Jimenez Pacifico instead. Clad in her skanties, she shoves aside such clichéd notions for slimming down and busts furious moves around her apartment, fueled by a pint of Halo Top low-cal Chocolate-Chip Cookie Dough ice cream:

Stop Shoulding Yourself | Halo Top

Emerging dance artist Mama Haze provides the high-attitude beats with "How I Do It," an unreleased track.

Dubbed "Stop Shoulding Yourself," the 30-second spot dropped Tuesday, representing the first work for the brand by Deloitte Digital's agency Heat since Wells Enterprises acquired Halo Top last fall.

It follows a run of notable campaigns from the client. In 2017, Halo Top's dystopian "Eat the Ice Cream" cinema ad from Lord Danger Productions and director Mike Diva raised the bar for apocal-icious marketing, while last year's bonkers-bleak TV foray from 72andSunny also won praise.

"Stop Shoulding Yourself" takes a more accessible approach while retaining the rebellious flavor of its predecessors.

"Our fans put a lot of pressure on themselves, and both men and women alike struggle with the 'shoulds' in their lives, especially around body image and food choices," says Halo Top senior brand manager Shilpa Gadhok. "We want to help our fans to stop 'shoulding' themselves by giving them a moment in their day when they can simply feel good and rejoice in who they are and what makes them happiest."

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David Gianatasio
David Gianatasio is senior editor at Clio Awards.

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