Magnum

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We helped bring together two legends, Iggy Pop and Siouxsie Sioux, for Magnum's new flavour innovations.

Advertising
Supervision & Licensing
Composition & Production

Challenge

To support the launch of three new ice cream flavours, Euphoria, Wonder, and Chill, Magnum set out to create a campaign that would connect with audiences through music. We were tasked with sourcing a track that could enhance the campaign’s indulgent creative vision whilst remaining true to Magnum's musical identity.

Approach

We began by exploring tracks that aligned with the visual storytelling and emotional arc of the campaign. After an extensive search, we landed on 'The Passenger,' originally written by Iggy Pop and Ricky Gardiner in 1977 and later famously covered by Siouxsie and the Banshees on their ‘Through the Looking Glass’ album.

While the original track was iconic, it had to match the tone of the film. In a symbolic full-circle moment, we reunited the two legendary artists to collaborate on a reimagined duet of their shared classic.

Rearranged and produced by award-winning composer Sarah deCourcy, the new version perfectly complements the TVC's magical and immersive world.

Solution

The campaign launched with the reimagined track at its core, supported by a broader campaign that included a premiere event in Cannes, additional artist collaborations, and strategic releases across streaming platforms.

Every element, from the song selection and musical arrangement to the artist collaboration, was designed to build an emotional world around Magnum’s Pleasure Express, guiding viewers through the moods of the new flavours and inviting them into a place where pleasure knows no bounds.

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