Devo Tune Brings Southwire Disc to Life

On the surface, a 1980s Punk/New Wave band from Ohio and a wire and cable manufacturer from Georgia might not have a lot in common. But Devo and Southwire Co., Carrollton, Ga., have come together on a remake of the group's iconic song that encourages electrical contractors to “Rip It.”

The collaboration has resulted in a new video that promotes Southwire's SIMpull Rip CHIP disc, which eliminates the need to use a knife to remove the stretch wrap placed around wire reels to keep them clean, dry and secure during shipping.

“The Rip CHIP disc is a fun and effective addition to our packaging that we launched earlier this year as a way to make life easier for contractors on job sites,” said Jack Carlson, president of Southwire's Electrical Division. “It wasn't that far of a reach for the 80s music fans in our company to take ‘Whip It’ and make it ‘Rip It.’”

Southwire's ad agency, Eric Mower + Associates, helped rewrite the lyrics to the iconic song and Southwire lined up original Devo band members Mark Mothersbaugh and Gerald Casale to record “Rip It” in Los Angeles earlier this year. A number of electrical contractors have starring roles in “Rip It,” singing the song and doing a Devo-inspired dance in Devo-style hard hats — while at the same time demonstrating how to use the Rip CHIP disc. You can watch the ‘Rip It’ video at

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