Mother London has teamed up with Finger Music London and Leisure Cruise to re-imagine Iggy Azalea’s hit single “Fancy” (featuring Charlie XCX), as a catchy 1920’s ditty for London-based gin brand Tanqueray. The song was recorded to fit the mood of a glamorous new, Boardwalk Empire meets Baz Luhrmann film dubbed “Tonight We Tanqueray,” which not only celebrates 180 years of the Dry Gin’s legacy, but posits it as a gin for young, discerning drinkers. The ad opens on an empty bar where we first hear the instantly recognisable, slightly atonal intro to “Fancy” played staccato on an old bar room piano. We see a suave barman unveiling his glamourous guests, poised like mannequins in 1920’s attire, from beneath white sheets, as he sets them up for an interesting evening of drinking and dancing. As the soiree gets underway, and the barman’s playful situations unfold, Leisure Cruise’s 1920’s jazz version of the track gets the party really swinging. It’s a playful and atmospheric ad with a modern slant that perfectly suits the brand.
Mother London has teamed up with Finger Music London and Leisure Cruise to re-imagine Iggy Azalea’s hit single “Fancy” as a catchy 1920’s ditty for London-based gin brand Tanqueray
As far as the song selection goes, everyone involved thought it was important for the track to have a recognisable melody which could be easily transposed into a different style. In terms of production, it’s technically possible to play almost any song using 1920’s instrumentation, but it was the melody and catchiness were the most important factors. The film itself had been shot before the track was chosen, so music supervisors Chris Phelps and Dave Hodge (who as well as fulfilling the role as Finger Music Creative Director also fronts Leisure Cruise who re-composed the track) had to look carefully at which tracks would have the correct tempo, feel and melody. Whilst this is the first time such a notable song has been used by Tanqueray, this is nor the first time it has dabbled with the world of the rich and famous, as the brand has enjoyed endorsement over the years from a variety of stars, such as Idris Elba, Michael Pitt and Karen Elson.
Tonight We Tanqueray
On matching the music to the visuals, Phelps said: “The film obviously provides you with the familiar aesthetic of the 1920s, but more importantly gives you an idea of the dynamic of the commercial; for example how it builds and develops. From that perspective it was important to find a track that had a minimal front end, but then lifted into a more interesting dynamic to help support the celebratory ending.” Hodge adds: “As far as the arrangement and overall arc goes, the story and visuals in this spot were structured in a way which lent quite well to placing music. The important moments have been executed very clearly, which made it easier for us to dictate the arrangement and scoring.
The film itself had been shot before the track was chosen, so music supervisor Chris Phelps and Dave Hodge really had their work cut out for them
Discussing why electronic pop band Leisure Cruise were chosen to re-record the song, Executive Producer Clare McGrath comments: “With a project like this, if you want to create a track that is going to feel authentic, you need to allow the artist/composer to have their own creative input. At Finger we work hard to make sure we put the right creative people on a project – in this instance Leisure Cruise were perfect. They have a specific style and are really relevant. We worked very closely together, but allowed them their creative independence and the end result is a track that fits the client brief, but wouldn’t feel out of place if you heard it on the radio!”
