Hyundai is again cranking up the tunes to help its commercials resonate with customers. A remix of the Bob Marley song "Three Little Birds" will be the soundtrack for TV spots in a campaign touting the package of safety and maintenance services included with Hyundai's Blue Link telematics system. The package, Assurance Connected Care, includes automatic collision notification, roadside assistance, maintenance alerts and monthly vehicle diagnostic reports.
Steve Shannon, vice president of marketing for Hyundai Motor America, says the reggae song's refrain -- "Don't worry about a thing, 'cause every little thing gonna be all right" -- underscores what the features are intended to represent for consumers. The lyrics, Shannon said, "directly nail the benefits of what we're talking about."
The campaign is the latest example of Hyundai collaborating on music for its advertising. Hyundai's 2013 Super Bowl spot for the Santa Fe crossover featured the band The Flaming Lips and a song created for the spot. To help launch the Veloster sporty coupe last year, Hyundai underwrote a documentary film and album project in which hip disc jockeys worked with musicians from classical, hip-hop, country and other mainstream genres to create new songs.
This time, Hyundai partnered with Marley's estate and Universal Music Group, which were working on a remixed version of the "Legend" album, a collection of Marley hits. Hyundai signed on as benefactor of the project in an arrangement that lets Hyundai use the remixed "Three Little Birds" from the album in its advertising and marketing.
The song used in the commercials was remixed by Marley's son Stephen Marley and Los Angeles DJ and producer Jason Bentley. The TV spots show Hyundai drivers passing by road signs with easygoing slogans instead of the usual warnings, such as "Carefree Zone Ahead" and "It's Allllll Good," as the Marley track plays in the background.
The campaign begins Wednesday, May 15, and will run on TV through June.