Ad of the Day: Peggy Gou remixes Kylie Minogue hit for Magnum ice-cream
Two decades after Kylie Minogue debuted her hit tune Can’t Get You Out Of My Head, South Korean dance music icon Peggy Gou has remixed the song for Magnum’s latest ad by agencies Lola MullenLowe, Golin London and MullenLowe Profero.
Kylie Minogue & Peggy Gou in Magnum's ad / The IPG collective
The film is a unique blend of old and new, which sees the original version reimagined. Features including Minogue’s iconic white jumpsuit and the yellow De Tomaso Mangusta are mixed with Gou’s Korean pop culture influences.
“Having the chance to bring together two big stars of popular culture, the icon that is Kylie Minogue and the freshness that is Peggy Gou, to prove that classics can be remixed has been such an enjoyable process,” said Tomás Ostiglia, executive creative director at Lola MullenLowe Madrid.
“Being able to play with both the song – Can’t Get You Out of My Head – and the video itself is not something that many brands can do. Thank you Magnum for letting us go that step further and take pleasure to unexpected places.”
Magnum worked with Seoul-based illustrator Seo Inji, who has brought her own unique style to the music video.
“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,” said Katie-Jo Flynn, executive director at Golin London.
“Today, branded talent collaborations need to feel authentic, unexpected and most importantly have a strong narrative that underpins the content. I’d say this year we’ve set a high bar. 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.”
The collaboration launches today at Magnum’s home at the Cannes Film Festival and will be amplified through social media and influencer promotion.