The new ad campaign expresses one's inner conflict about what’s acceptable and how we compare when it comes to the ultimate pleasure - from not getting enough, to feeling like someone else’s is better, to scheduling enough time to indulge.

The first of six spots has an astonished woman reveal, “I heard that the average man thinks about Häagen-Dazs every seven seconds … unbelievable. How do they get anything done?”

JWT Canada’s new advertising work on Häagen-Dazs asks the question all Canadians want to know, "When was the last time YOU had Häagen-Dazs?"

“We simply wanted to ask consumers, ‘Why not say YES to Häagen-Dazs? It feels soooo good!’” says Jed Churcher, the JWT copywriter who wrote the commercials.

“The new campaign plays on our reputation as the ultimate pleasure.” says Ryan Saunders, Häagen-Dazs brand manager. “The creative reinforces the pure pleasure of the Häagen-Dazs experience in a humorous, clever and personal tone.”

Now on air, the spots will run throughout the summer. Paired with the radio work, Häagen-Dazs is also promoting its new Miniature Bars in a print campaign.

Listen to radio spots in MP3 format: "Thinking", "Celibate" and "Guys at Work".