Magnum Ice Cream–not to be confused with the condom (though the phallic commonalities are over no one's heads here)–has released a new series of ads featuring Willam Belli and other gender nonconformists.

Though the premium ice cream tie-in remains questionable, the power of the messages from those participating is anything but.

The first spot features Willam in a flesh tone bandage dress sauntering through a party while a stripped down cover of Rihanna's "Umbrella" plays, intercut with shots of gender noncomformists snacking on Magnum before the title card "Be True To Your Pleasure," lays over the frame.

The second spot (expanding on moments within the first) features Blake: "Lady and sir, why not be both when you can be?"

The third spot features Gregory: “I don't see man and woman. I see different degrees of male and female and I know I fall somewhere maybe a little left of the middle. 'I am...' depends on the day."

The fourth spot features James: "I've always wanted to have both energies: masculine and feminine, so I thought, 'I shouldn't just have one.' I didn't like the world as it was, so I created my own."