The Passenger gets reimagined for Magnum Ice Cream
The collaboration between the two musical legends Iggy Pop and Siouxsie Sioux came about to celebrate Magnum's Wherever Pleasure Takes You campaign, marking the launch of this year's three new flavour innovations Euphoria, Chill and Wonder.
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Music icons Iggy Pop and Siouxsie Sioux have joined forces for the first time ever to record a fresh and captivating version of the timeless hit song, The Passenger. The track has been reimagined exclusively for Magnum ice cream’s latest TVC Pleasure Express to launch its three new flavour innovations, Euphoria, Wonder & Chill.
Creating a sonic experience that transcends time, the joint vocals from the godfather of punk and the formidable Siouxsie Sioux make for a tantaliSing tune that perfectly lends itself to the magical TVC. The captivating 60-second ad takes viewers on a fantastical train journey on the Pleasure Express that sees the lead female protagonists explore the multi-sensorial worlds of the three new ice cream flavours. True to Magnum’s music heritage and paying homage to the classics, the exclusive rendition of The Passenger enables younger consumers to discover the song in a fresh way. The ethereal collaboration, which has breathed new life into the legendary anthem, was arranged by multi-award-winning composer and producer Sarah deCourcy.
Originally penned by Iggy Pop and guitarist Ricky Gardiner, The Passenger first arrived on the airwaves in 1977 as part of Iggy Pop’s critically acclaimed album, Lust for Life. The song journeyed to new heights in 1987 when Siouxsie and the Banshees released a remake for their all-cover-versions album Through the Looking Glass and now in a full circle moment over three decades later both musicians have come together to reinvigorate their classic hit in a move that will delight past and present fans.
Credits
powered by
- Agency LOLA MullenLowe/Madrid
- Production Company PROPPA/Madrid
- Director Martin Werner
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Credits
powered by
- Agency LOLA MullenLowe/Madrid
- Production Company PROPPA/Madrid
- Director Martin Werner
- Music Supervisor Dominic Caisley
- Music/Music Supervison Big Sync Music
- Music Executive Creative Director Justin Mcmullen
- Head of Artist & Brand Partnerships Lauren Thackray
- Executive Creative Director Tomas Ostiglia
- Creative Director Jorge Zacher
- Creative Director Kevin Cabuli
- Creative Supervisor German Rivera Hudders
- Creative Supervisor Diego Vieira
- Design Director Yan Graller de Oliveira
- Art Director/Designer Alan Chung
- Head of Production (HP) Felipe Calvino
- Producer Jorge Saade
Credits
powered by
- Agency LOLA MullenLowe/Madrid
- Production Company PROPPA/Madrid
- Director Martin Werner
- Music Supervisor Dominic Caisley
- Music/Music Supervison Big Sync Music
- Music Executive Creative Director Justin Mcmullen
- Head of Artist & Brand Partnerships Lauren Thackray
- Executive Creative Director Tomas Ostiglia
- Creative Director Jorge Zacher
- Creative Director Kevin Cabuli
- Creative Supervisor German Rivera Hudders
- Creative Supervisor Diego Vieira
- Design Director Yan Graller de Oliveira
- Art Director/Designer Alan Chung
- Head of Production (HP) Felipe Calvino
- Producer Jorge Saade
Commenting on the new song, Iggy Pop said: "Siouxsie can sing like a bird. I've always thought she was a great lady. She's been a friend too, she took me to The Nutcracker once, at the Royal Court. Her version of the song was already special, but what happened here, singing together, is really unique. Like Volare, the orchestral treatment and marriage of voices flies free, in a spirit of joy. I'm very proud."
Echoing the sentiment, Siouxsie Sioux said: “I love this song and I’ve always loved Iggy’s voice. Yet even with perfect ingredients, to make something wonderful, you need a touch of magic. In this instance it’s what steered the song on its new and unexpected journey. I adore how instinctive and spontaneous it all feels and to hear my voice with Iggy's is such a dream.”
The new recording of The Passenger is the latest edition of an impressive lineup of songs commissioned by Magnum. Leading sonic innovation and pushing boundaries in advertising, this includes Peggy Gou’s supercharged remix of Kylie Minogue’s Can’t Get You Out Of My Head, the Neil Hannon reinterpretation of The Good Life originally recorded by Tony Bennett, tapping High Ball Stepper by Jack White for its Release The Beast Dare To Go Double TVC, and Mozart's 25th Symphony in G minor, KV. 183 which was rearranged and produced by Pietranera-Sancho of HeyFolks studio, recorded with the Malaga Symphony Orchestra with and mixed by Felipe Guevara of Closed Studios.
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The Pleasure Express TVC was brought to life by LOLA Mullenlowe who took on the role of leading the creative whilst Big Sync Music, Magnum’s music partner, were responsible for bringing punk rock pioneers Iggy Pop and Siouxsie Sioux together on Sarah deCourcy remaster of The Passenger.
“Ben Curtis, Global Brand Vice President at Magnum explains: To have the chance of working with legends Iggy Pop and Siouxsie Sioux alongside the brilliant production of Sarah DeCourcy to create this unique version of the hit The Passenger for the Pleasure Express TV ad was almost too good to be true. The song elevates the storyline of the ad perfectly as it showcases the three moods of our latest flavour innovations in a unique way to encapsulate the pleasure and indulgence that Magnum stands for.”
Dominic Caisley, Founder and CEO of Big Sync Music said: “The stars truly aligned to bring this electrifying duet into existence, and we’re all so pleased to have been a part of history with this one. When we first landed on The Passenger as being the perfect song for the advert, we could have never imagined we’d end up where we have. The chemistry of their two voices exceeds anything we could have envisioned. Siouxsie’s haunting vocals intertwine seamlessly with Iggy’s raw rebellious energy over Sarah’s breathtaking arrangement, and it has blown us all away. A lot of what we do in this business is strategic, but this collaboration was purely art for the sake of art.”
Tomas Ostiglia, Executive Creative Director at LOLA Mullenlowe added: “The Pleasure Express TVC is a symphony of senses; all elements mesh effortlessly to create an immersive experience for viewers. From the delicious ingredients that form the new ice creams, to the decadent visuals surrounding the train journey to the dangerously infectious song performed by Iggy and Siouxsie, there so many layers of pleasure. This brief has been a joy to execute and help Magnum on its mission to transport consumers to a place where pleasure knows no bounds.”
