- Brand - Magnum Double
- Spot - Unleash The Beast
- Music Title - High Ball Stepper
- Artist - Jack White
- Composer - White
- Publisher - Sony/ATV
- Master Rights - XL Recordings
- Music Supervisor - Big Sync Music
- Ad Agency - LOLA MullenLowe
- Creatives - Pancho Cassis, Tom O'Brien
- Film Company - Propaganda
- Film Director - Martin Werner
- Ppst Production - Bacon X
- Air Date - 9/04/16
Even the best commercials can turn out to be a catalogue of compromises. But creatives at ad agency LOLA MullenLowe got everything they dreamed of when they finally synced a Jack White track to Magnum Double’s Europe-wide choc ice campaign.
The Release The Beast spot, which broke in Britain on April 9, was still in the planning stages when LOLA’s Madrid-based team identified High Ball Stepper, from the former White Stripes’ guitarist’s 2014 album Lazaretto, as the ideal soundtrack.
However they were also convinced that the bluesy instrumental would be totally unobtainable.
Step forward Unilever’s global music agency, London’s Big Sync Music.
According to ECD Andy Stafford, “we were first briefed by Magnum in October 2014 and immediately recognized High Ball Stepper as exactly what the big, beautifully-shot film they had in mind would need.”
Loving a challenge and being a huge fans of White’s music, Big Sync was inspired to see if it could make the apparently impossible, possible.
“We have great relationships with XL Recordings, Sony Records and Sony/ATV so we opened conversations about making this work for everyone,” Stafford continues.
“It took nine months and a huge amount of effort from all involved, but we’re ecstatic that we succeeded."