Eva Longoria in new ad campaign for Magnum ice cream

The TV advert supports the launch of the tempting new flavour, Magnum Mayan Mystica.

It aired for the first time on 7 April and is running until June as part of a £7m marketing support package behind the brand.

New Magnum ‘Mayan Mystica’ is inspired by the ancient origins of chocolate, the Mayan Indian culture, thought to be the birthplace of chocolate in 500 BC.

The new ad sees new Magnum girl Eva Longoria in a mystical Mayan temple as she unlocks the secret of pure ice cream indulgence and is sure to be another resounding commercial success.

Anna Ford, Magnum Brand Manager says: “The Mayan Mystica campaign starring Eva Longoria is set to be huge. Not only do we have an amazingly indulgent TV advert but we also have eye-catching posters on billboards all around the UK.

"This combination is sure to drive consumers into store seeking Mayan Mystica. Retailers need to ensure that they stock up to meet the demand that this campaign will create for not only Mayan Mystica, and also the entire irresistible Magnum range.”

Magnum Mayan Mystica is made from a decadent blend of chocolate ice cream coated with Magnum milk chocolate, blended with cinnamon, honey and nutmeg flavours to create a mystical Mayan-style recipe.

Available in multipacks and singles, the new addition is set to engage with existing Magnum customers as well as attracting new and lapsed users to the market.

New Magnum Mayan Mystica is priced at £1.25 (RRP) for singles and £2.79 (RRP) for a 3x110ml multipack and will build on the success of 2007’s number one ice cream launch, Magnum Ecuador Dark.