Unilever ice cream brand Magnum is "remixing" some flavors, and to promote it, it's remixed a classic Kylie Minogue music video.
The brand is behind a newly remixed track and a new video version of Minogue's 2001 classic "Can't Get You Out of My Head," co-starring the South Korean dance music artist Peggy Gou, which was launched yesterday at the Cannes Film Festival.
The new video, directed by Tim Brown through 1stAveMachine, re-imagines the original, with Minogue wearing her iconic white jumpsuit, but with added South Korean pop culture style. Magnum worked with Seoul-based illustrator Seo Inji on the video's look and feel, and with Interpublic agencies Lola Mullen Lowe,Golin Lonodn and MullenLowe Profero on the campaign.
The video supports the brand’s summer "Magnum Remix" campaign consisting of three new flavors inspired by Magnum’s classics range: Magnum Almond Remix, Magnum White Chocolate & Berry Remix, and Magnum Classic Remix.It's part of an integrated campaign will run across earned media, paid digital, paid and organic social and influencer channels, including a collaboration with TikTok.
“Bringing Magnum together with culturally relevant names such as Miley Cyrus and Halsey is something we have done for many years, but what was needed for 2022 felt different," explained Katie-Jo Flynn, executive director at Golin London, in a statement. "Today, branded talent collaborations need to feel authentic, unexpected and most importantly have a strong narrative that underpins the content."
"Magnum’s Classics Can Be Remixed campaign has not only brought two huge names together but the creative which has been born out of this tripartite collaboration feels truly innovative. The much-needed nostalgia of the noughties remixed with the freshness of 2022 is just what Pleasure Seekers need this summer.”