Magnum has launched a new ad campaign, titled “Not Available In The Metaverse”, which aims to highlight that, while the virtual world has its own appeal, there are still certain pleasures, like enjoying an ice cream that can only be found in the real world.

Created by LOLA MullenLowe, the spot features an avatar living in the Metaverse who, after putting on a pair of Magnum-personalized virtual reality goggles, is transported into the real world, where she becomes fascinated by everything surrounding her. However, at some point, a man gives her a Magnum Classic ice cream, but it turns out it’s impossible for her to bite and enjoy, which is a source of frustration. She puts the headset down and looks through the window, thinking about the taste she could have experienced.

“Not available in the Metaverse” an onscreen line reads at the end of the commercial.

For its new #NotAvailableInTheMetaverse campaign, Magnum has partnered with a host of virtual influencers who have posted images of themselves wearing the VR goggles on their social channels. In addition, they explained how they wish they could escape the metaverse to experience some of life’s real pleasures.