Midland Counties Ice Cream compilation

A medley of frozen flavours in these early TV campaigns, thawed for your delight.

Like a Neapolitan ice cream block, these early TV ads for the frozen delights of Midland Counties are stacked together in a medley of flavours. Back to back the individual distinctions of any single advert melt away, revealing the clichés in phrases and framing behind them. The pause at the end of each advert, known as the “TV hold”, would have been edited out for broadcast. Left intact it marks an awkward pause in which the often flimsy set-up of the ad threatens to collapse around it.