Unilever-owned ice cream brand, Weis has launched a new summer campaign with Emotive introducing a character known as the Weis-A-Corn, "a magical creature" with a Weis Bar horn.

The campaign, titled 'The Saviour of Summer' is voiced by Australian actor Justin Rosniak.

The campaign's primary objective is to "restore Weis to its iconic status" in Australian summers in a bold move to reposition the brand in the minds of consumers as the go-to ice cream during the hot season.

Scott Mingl, Head of Ice Cream ANZ at Unilever, said: "Weis is an iconic Australian brand, and it deserves a character that’s just as bold and memorable. The Weis-A-Corn delivers that in spades – it’s a brilliantly simple yet unexpected idea that breaks the mould of advertising in this category. Safe to say, there’s nothing boring about a mythical creature handing out ice cream with a horn!"

The campaign will be rolled out nationally across TV, digital, social, OOH and owned assets from the 4th of November. This is a significant step for Emotive, which was appointed as the lead creative agency for Weis earlier this year. This is the second campaign Emotive has launched for Weis.

Rupert Taylor, Creative Director at Emotive, said: "Summer is a brilliant time of year, right up until it isn’t. When the temperature rises, the beaches get crowded and searing steering wheels become torture devices. We need some help. Enter the magical Weis-a-corn, a slightly disgruntled bearer of delicious Weis bars brilliantly brought to life hilariously by Yianni, the MoFa team and the always brilliant ALT VFX."