Some Mozart fans may raise their eyebrows, but: “That’s exactly what we need,” says Mozart Museum director Linus Klumpner.
Wolfgang Amadeus Mozart was not only a kind of superstar in his time, but also a fan of ice cream. We know this because, in a letter dated July 3, 1778, he wrote to his father that he ate a “gut frozen” in Paris. Mozart was relieved that his new piece had been so well received by the audience and treated himself to ice cream at the Palais Royal as a reward.
On the occasion of this year’s new edition of its Magnum ice cream classic, the food company Unilever takes up Mozart’s enthusiasm for frozen foods and dedicates a video clip to him. It was presented on Friday in Mozart’s birthplace.
In the video, the first movement of Mozart’s 25th symphony and driving electric beats are fused with a mixture of real representation and animation: initially irritated by a broken piano, Mozart is drawn into a creative whirlwind. The viewer should recognize him as a multi-talent and experience how he creates the work with which he should position himself as a serious artist. Back then, in 1773, he broke with all musical conventions and expectations of his clients with the composition in minor. The clip was produced by the Spanish creative agency Lola MullenLowe in Madrid. “It’s a modern, new approach to Mozart, it’s great,” said Rolando Villazón, the artistic director of the Mozarteum Foundation, enthusiastically. The head of the Mozart Museums, Linus Klumpner, is also satisfied. That is exactly what you need to address a younger target group. By the way, no money flowed in the cooperation.
Unilever approached the foundation with the idea, and “we checked it, looked at it and found it attractive,” says Rainer Heneis, Managing Director of the Mozarteum Foundation. It is a cooperation from which “both partners benefit,” emphasized Heneis. On the part of the foundation, there is an additional attraction in Mozart’s birthplace, where the music video will be shown as part of a special exhibition until September 11th. On the part of the foundation, however, there is also the possibility of being able to bring Mozart and his music to a new and younger target group with the video.
–
