Häagen-Dazs says ‘it’s not what you buy it’s what you share’ this Christmas

Häagen-Dazs has launched a Christmas campaign in Singapore, Malaysia and Thailand with the message that the festive period is not about “what you buy, it’s what you share.”


“The real joy of Christmas comes from real moments,” reads another of the print ads. Another carries the line: “The spirt of giving doesn’t cost a thing.”

Häagen-Dazs ad

In a TV commercial, couples are asked what they really want for Christmas.

In three different reality-life styled videos called ‘Real moments’, a twentysomething treats their boyfriend or girlfriend to a surprise to show their gratitude and love. In the Thai film, Arm serves her boyfriend Joker, who always cooks for her, a dessert in a Häagen-Dazs store.

In the film for Singapore, Marcus treats Rachel, his dance partner, and wife to be.

In the film made for a Malaysian audience, Kelsie shows her thanks to her boyfriend Eugene.

This is the first campaign for the brand by independent ad agency GOVT, which won the account in October.

Tim Chan, GOVT Singapore’s creative director said: “Häagen-Dazs believes that Nothing Is Better Than Real. So we wanted to help the brand play a role in bringing the real meaning of Christmas to couples. It’s really been a labour of love. And we’re thankful that our clients and partners have been so supportive.”


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