Wolfman goes for Magnum

Benicio Del Toro, star of Traffic, Che, Sin City and 21 Grams, is the spokesperson for Magnum for 2010.

For the Midas touch, the campaign also includes an exciting in-store promotion where it will be giving away limited edition branded gold coins valued at R5000 each and one lucky entrant will win five 100g gold bars valued at R200 000.

Terrific working with Del Toro

Bhavna Maharaj, brand manager Magnum, commented, "Working alongside such a prestigious name as Benicio Del Toro has been a huge honour and we have thoroughly enjoyed seeing him in action to help bring our heist campaign to life."

The 2010 campaign is based around one integrated idea - "The heist - New Magnum Gold?! is as good as gold." The campaign is told with the cinematographic language of a Hollywood movie trailer. In this case, an action movie set around a great robbery whereby Benicio Del Toro and his glamorous sidekick, Caroline de Souza Correa, attempt to uncover a staggering 75 million pieces of gold.

Digital entries create stardom

South Africans will also have an opportunity to star alongside the actor in a series of 'tongue in cheek' heist scenes on the website, as the digital campaign gives consumers the unique opportunity to appear in a fast-paced, action packed film sequence. Through simply sending their photo via the website, the brand will turn them into a budding movie star. Go to www.mymagnum.com for more information.