Motorola Flips the Script with Italian Reimagining of House of Pain's 'Jump Around'
The original, must-have folding device, the Motorola razr+ 2023, is back to re-stake its claim in the foldable space with a new campaign by the creative studio Los York that is spearheaded by “Saltare in Giro,” a dynamically choreographed dance film featuring the iconic House of Pain track “Jump Around” in Italian. The campaign, #flipthescript, introduces an entirely new razr with a sleek ultra-modern design in the Pantone® Color of the Year 2023, Viva Magenta, and a large external display that opens up new possibilities for users to interact, capture and create. In addition, the signature folding form-factor allows the device to function as its own hands-free tripod, giving even more freedom to creators.
The global campaign includes full CG product films of Motorola’s razr and razr+, social films, photography, poster art and the centerpiece of the campaign, the :60 live-action film “Saltare In Giro.” Set afterhours in an international airport, the film features a wildly creative airport employee with a penchant for fashion reimagining a collection of lost luggage. The dance number meets content creation meets fashion show film puts the razr’s hands-free video and photo capture ability on display. The spot is set to the tune of House of Pain’s iconic “Jump Around,” re-recorded and translated into Italian as “Saltare In Giro.”
“This is the most ambitious campaign in our five-year long relationship with Motorola,” said Los York Executive Creative Director Scott Hidinger. “We started developing this launch in November of last year with continual creative development and production taking place for six months, employing a global team of artists and creatives from the United States, Brazil, Uruguay, London, Munich, Austria, Switzerland, and Hungary. This campaign has been an amazing creative journey and partnership between us and Motorola, the high-point of a multiyear collaboration that began with the introduction of the Z3 in 2018. We are proud and honored to be working again with the courageous brand that created the original must-have foldable.”
“The #flipthescript campaign is for those who want to create their own story, adding different angles and pushing others to discover them,” said Renata Altenfelder, Global Executive Director of Motorola. “The creative concept reflects the way our consumers think and perfectly translates the razr spirit of challenging the status quo making people reconsider the way they think about smartphones and content creation. The Los York team during the full process embedded the idea and challenged us in every step, driving the final result to have a unique and disruptive look and intention. It’s been a wonderful collaboration.”
The Los York creative team partnered with award-winning London Alley director Courtney Phillips, whose kinetic approach to filmmaking made him the perfect choice for this campaign. Phillips and London Alley helped assemble a cast of extraordinary talents for the project. Celebrity choreographer (and “So You Think You Can Dance” contestant) Noelle Marsh developed the dance sequences for the film. The protagonist is Italian-born Adriano Bettinelli. His modern, fluid dance style and vivid personality made him the perfect choice to anchor the film. Styling was the vision of Anne Marie Hoang, whose recent projects include work for Rihanna’s iconic Super Bowl halftime show. Award-winning, Hungarian-born cinematographer Marcel Rév (Euphoria, The Idol) helped to bring the film to life with his mastery of light and color.
