Saatchi & Saatchi London gives the ice cream brand a youthful vibe in a new spot titled “Everyday Made Extraordinary.”

For years, Haagen-Dazs marketed itself as a luxury product so successfully that many forgot about the ice cream’s humble roots in the Bronx, New York. The General Mills-owned brand used beautiful women and Bradley Cooper to create this adult, aspirational image and adhered to it for years, despite declining sales.

Read more at Campaign Live:  http://www.campaignlive.com/article/haagen-dazs-taps-pharrell-williams-millennials-global-ad-campaign