TBWA/London has created a pan-European campaign for premium ice cream brand HÃÂ¤agen-Dazs. The campaign will roll out across Europe from this summer and break in the UK in the autumn. There are two ads: the first one, for Strawberry Cheesecake flavour, shows distorted images of New York that are revealed as reflections in a spoon. The second execution also uses reflections in a spoon but shows distorted old and new images of the Orient. The second ad promotes the Lychee Cream & Ginger flavour. The campaign aims to continue HÃÂ¤agen-Dazs’ history of iconic advertising, which has helped to position the ice cream as an upmarket product. The media buying is handled by Universal-McCann in the UK but different agencies are used across Europe. HÃÂ¤agen-Dazs is owned by US food company General Mills.