Magnum can be proud of its rich advertising background—last year, the brand released a gorgeous spot by Brian Singer featuring Benicio del Toro, at this year’s Tribeca Film Festival it presented a series of vignettes created by Karl Lagerfeld, and now Unilever Canada is one the lookout for Magnum heir in its new advertising push. The campaign developed by Ogilvy & Mather to promote the ice cream’s six-flavour range launching in Canada this month, was kicked on the dedicated website and Facebook page.

Magnum is looking for a Canadian who would be a real heir or heiress of the brand’s ‘father’ (made-up, not real, of course) to give him or her $250,000 in “$100,000 cash, a chef to cook a gourmet meal for four once a week for a year (value $30,000), a chauffeur-driven prestige car once a week for a year (value $20,000), a $50,000 vacation for two to Europe and New York City, including business class flights and 5-star accommodation, and a $50,000 Holt Renfrew makeover experience, including a personal shopper, shopping spree, hair styling and a makeup application.”

Here’s the story behind the contest, “Baron Leopold Ferdinand Von Magnum the Third was descended from a long line of Belgian Chocolate lovers. Known for his mantra, ‘A day without pleasure is a day lost,’ the Baron was the original creator of the world-famous Magnum bar, now available in Canada. Unfortunately, the Baron’s family, like wife Henrietta Coco and daughter Josephine Fortune did not share his passion for pleasure or love of chocolate. So we have declared a public search be carried out to name a new heir.” To take part in the competition, Canadians are asked to record a video, in which they explain why they do deserve to become the legal successor of the Baron. The 10 finalists, shortlisted by the panel of jury, will be announced in late July, with the overall winner (the entry with the most public votes on Facebook) to be named in the end of August.

“We want somebody who has a joie de vivre and believes that a day without pleasure is a day lost,” commented Gina Kiroff, brand building manager, ice cream at Unilever Canada. “And someone, of course, who has a passion for chocolate.”

The campaign also includes outdoor advertising (the shelter at Toronto’s Yonge-and-Eglinton intersection will have a twist of Magnum-branded luxury with its bench replaced with a throne), samplings plus cinema and TV ad ‘Royal Treatment’ launched on May 9 and May 16 correspondingly.