The Kylie classic ‘Can’t get you out of my head’ has been stuck in the heads of audiences for years. Playing on this notion, Magnum’s new campaign features South Korean dance music icon Peggy Gou with the tune stuck in her head to create a musical mash-up of her iconic sound and Kylie’s showing “Classics Can Be Remixed.”

The “Classics Can Be Remixed” campaign, created by the IPG collective MullenLowe, GOLIN London and MullenLowe Profero, has been launched to celebrate the NPD Magnum Remix, three brand new flavours inspired by Magnum’s classics range. 

The centre point of the collaboration is a supercharged and rearranged version of the 2001 classic ‘Can’t Get You Out of My Head’ which was launched at Magnum’s home at the Cannes Film Festival. An accompanying music video shows a unique blend of old and new again reimagining the classic with Kylie’s iconic white jumpsuit driving through the streets in a yellow De Tomaso Mangusta, remixed with Peggy’s Korean pop culture influences. Magnum worked with Seoul-based Seo Inji to create the film who lent her own unique illustration style.

Magnum’s collaboration with Kylie and Peggy Gou is an extension of the brands mission to partner with and champion inspiring creative disruptors that break down barriers across music, art and culture in the pursuit of being true to themselves. 

“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. 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.” explained Jo Flynn, Executive Director at GOLIN London. 

The globally activated campaign has a strong social leaning with a number of carefully planned activations to create maximum reach and impact. Carefully selected influencers attended the launch at Cannes Film Festival, documenting and capturing the reveal of the remix through their own authentic content. With TikTok as a key partner for the campaign, influencers were also taught the original Can’t Get You Out of My Head dance to encourage engagement with younger demographics.  

Through careful collaboration and combining two distinctive styles and icons of popular music, Magnum continues to solidify its position within popular culture.