Willam Joins Magnum To Celebrate Gender Nonconformity

Magnum, the European ice cream brand, has launched a new campaign starring RuPaul's Drag Race favorite Willam Belli and an array of other gender non-conforming models.

Launched at Cannes Film Festival, the series of ads call on everyone to 'be true to your pleasure' and, along the way, to be true to yourself. Speaking with reporters in the south of France, Willam said: "I get to work with a brand that's pushing boundaries, and is delicious."

Watch the main campaign video, below:

The ad is supported by five individual interviews, where the individuals featured in the campaign share their personal story and discuss their approach to identity. In one of our favorite spots, Gregory talks with much insight about perceiving various degrees of masculinity and femininity:

Watch all five 'Be True To Your Pleasure' videos on YouTube.