A global ad campaign for Wall’s Ice Cream has broken with the aim of revitalising the image and appeal of its brands.

The ‘Goodbye serious’ campaign includes more than 60 cheeky poster executions to re-establish Wall’s as a brand at the heart of the Great British summer. It supports several brands, including Cornetto, Twister, Solero and Calippo.

A TV ad began this month and PR, social media and mobile activity will run until September.

Meanwhile, London commuters are getting a treat this summer. To celebrate its 25th birthday, Magnum has taken over a tube train on the central line. The train, branded inside and out, will be seen at some of the capital’s busiest underground stations until the end of July.