Behind Louis Theroux’s ‘Jiggle Jiggle’ Music Video
“My money don’t jiggle, jiggle, it folds.”
Featured on Amelia Dimz’s ‘Chicken Shop Dates’, British-American journalist Louis Theroux had no idea of the sensation he’d cause with just that one line. As Louis sat down across from Amelia on the popular YouTube series which features rappers, musicians and celebrities alike, the host told Louis she knew he could rap and well, turns out he could.
As Louis recalled and performed the lyrics from a Weird Weekends episode he once did, the YouTube video featuring his rap gained 9.6 million views, got remixed by Duke & Jones on TikTok and as a result, became a viral sensation across social media – you couldn’t open an app without hearing the song and watching the custom choreographed dances. Now, it’s been released as a song and music video featuring Amelia, Duke & Jones and American singer-songwriter Jason Derulo.
Playing on the differences between the two musicians, the music video features Jason as he sits in American diners and Bentley cars, while Louis visits a local British chip shop and zips around in a classic Fiat 500. Dreamlike and surreal, the video captures late night takeaway spots while also reflecting on the global impact the song achieved through social media trends.
Speaking to LBB’s Alex Reeves about the surreal spot is the video’s director, Stanley Brock.
LBB> Obviously Louis' rap recently became an unexpected TikTok sensation. What was the idea for the music video when you got involved? And what were your biggest priorities to make sure it was as iconic as possible?
Stanley> I think for me the track, its origin and journey is such a celebration of humanity and global connection, it was about creating something that incorporated this feeling, both nodding to the trend and dance that blew this remix up, whilst creating something that exists in its own right. It’s unique and shareable.
I didn’t want to overcomplicate the video, the track is dreamy and flowing, and the talent are so charismatic, it was about creating these worlds that were authentic to them whereby they could perform in a way that is true to themselves (let Louis Theroux be Louis Theroux), that way you get the human element that’s at the core of the track. Around our key characters, we acknowledge the virality and global influence of the track through the different vignettes of normal people who’ve been affected by the trend; the man mopping the corridor, the twins brushing teeth and the woman working at the diner. I then wanted a moment to really make this video stand out, something funny and shareable to do the initial trend justice, this came in the form of the drive through skit in the middle of the video. I think it’s a nice way to break it up a bit, and also get the best out of the amazing cast.
LBB> Of course there are a lot of very carefully selected locations to represent both sides of the Atlantic. What were your thoughts on picking those?
Stanley> I wanted to keep it quite low-key and fun, juxtaposing and celebrating the two cities and their unique cultures, to really show the international impact of the track. Jason in the diner, Louis and Amelia in the fish and chip shop, driving through downtown LA and central London. There are a lot of different personalities and locations in the video so I also wanted to make sure there were ways of bringing everything together and allowing them to live in the same world, contrasting the groups at the different ‘Late night takeaway spots’ allowed us to achieve this. And then for the final collage I wanted to put these scenes together and create a mashup, surreal high street collage that represents the connection this trend has made across the globe, a scene in which we can control all of the elements, involve all our talent and add in beautiful and iconic elements from across the different cities/cultures. I also managed to slip in a couple of locations that were special to me. In the first chorus the car whips around the beautifully lit, and strangely iconic, Holloway Odeon, which is the cinema I grew up going to!
LBB> Please tell us about the beautiful Fiat. You have to see it! What was the process of settling on that specific car?
Stanley> Aha this was a decision made very early on, between the label, talent and myself. It felt like this was a bit of a no brainer. The car is iconic and matches the vibe of the track so well. It is also the car my mum said she’d want to get married in if she was ever to again, so it’s a little nod to her.
LBB> There's something quite classic about all the shots of Louis and Amelia behind the wheel. What were your thoughts on how those bits needed to look?
Stanley> I wanted these driving shots to feel dreamy, fun, a little surreal and romantic. Whilst driving through iconic London, it feels as if they’re in their own world, without showing a load of other cars and life on the roads, but metaphorically ‘spreading’ the trend as they drive past the cleaner in the block and kids brushing teeth. It is also pretty funny seeing them both in the tiny car, and I love the moments where Louis looks over at Amelia and completely forgets that he’s ‘driving’, especially with the 60s car, it reminds me of those old movies where they’re so clearly on the back of the truck and never looking straight into the road.
LBB> How will you remember the shoot? It must have been pretty different to most music videos working with Louis! What was he like on set?
Stanley> Louis is a real hero of mine, along with pretty much everyone else. Documentary is how I got into film and is the core of my filmmaking, so it was really special being able to work with someone you’ve looked up to and taken so much inspiration from. He’s everything you would expect and more! He is so completely himself it’s amazing - charismatic, kind and funny and a pleasure to work with. There were a few really special moments for me, one of which a group of people spotted him and became ecstatic, screaming the lyrics out loud to him. When most people might tuck in behind security, he walked over to them so calmly and had a proper chat, took some photos and got back in the van. He’s good and genuine with people.
LBB> What's your favourite moment from the finished video that you'd like people to watch out for?
Stanley> I think for me it is the moments that celebrate the human connection and spread of the trend, the cleaner who dances in the corridor, the kids brushing their teeth, and the woman behind the counter bopping to the track. I feel they’re a lovely counterpoint to the charisma and sophistication of the main talent.
LBB> Anything else you'd like our readers to know about the video and the process of making it?
Stanley> I think the whole process feels a bit like a dream. It was a very intense month, I’m extremely lucky I got to work with such amazing people, both the cast and the crew and I'm happy I got to put in my take on this bonkers and brilliant trend.
Additional reporting by: Nisna Mahtani
