• by Karlene Lukovitz  @KLmarketdaily, May 4, 2016

Nestlé’s Dreyer’s Ice Cream has launched a frankly emotional campaign called “Togetherness.”

The campaign’s centerpiece — a 90-second video of the same name — features footage of a variety of real families and friends enjoying time together. (Just a few of the subjects are actors.) 

The film is backed by a cover of Cindi Lauper’s “True Colors” by Norwegian singer Ane Brun.

The only messaging is a title at the end, “Celebrating togetherness since 1928” — alluding to the brand’s launch year — followed by the Dreyer’s logo.

Dreyer’s’ longtime agency, Goodby, Silverstein & Partners, tapped director Johnny Green of David Fincher’s production company Reset Films for the work.

The creative approach — a “relaunch” of sorts, after a short hiatus from advertising for the brand — reflects research that found that 82% of families crave more time to play and be with friends and families, according to the agency.

May 2 marked the debut of the long-form video on social platforms, as well as the television launch of a 30-second version.

The brand is marketed as Edy’s East of the Rockies (to avoid confusion with Unilever’s Breyer’s).   

The new campaign also includes print advertising. 

The brand appeared at the Mom 2.0 Summit at the end of April, and recently launched Instagram accounts (@Dreyers and @Edys) to expand its social presence.