Maroon 5 sing an awful lot about love (“This Love”,”She Will Be Loved”) and dancing (“Moves Like Jagger”). But this might well be the first time they’ve thrown their collective hats into the realm of summer sports anthems.
The band have released a catchy cover of Bob Marley & The Wailers’ Three Little Birds as part of Hyundai’s 2018 FIFA World Cup™ campaign, which arrives with a suitably psychedelic video helmed by director Joseph Kahn.
Filmed in Maroon 5’s home state of Los Angeles, the hi-tech clip sees the band’s performance flanked by dancing silhouettes formed of leaves, water, lights and referee flags (naturally). The mood is one of celebration and excitement with the elemental figures embodying the mood of the 2018 FIFA World Cup™
It marks their third collaboration with Kahn, a two-time Grammy Award winner for his work on Eminem’s Without Me and Taylor Swift’s Bad Blood.
The globally-renowned filmmaker integrated performance capture with 3D texture mapping to create the ethereal figures seen in the video, whose carefree choreography echoes the feel-good feeling of the song.
The adverts transplant the band to the gates of a football stadium where, with a snap of their fingers (and some good smart technology), Maroon 5 prevent a series of parking-related disasters.
The highlights? The new Hyundai Santa Fe’s Safe Exit Assist prevents your car’s rear door from opening if another vehicle is detected approaching from behind, while the Kona’s Forward Collision-Avoidance Assist is a smart new addition to prevent accidents due to negligence from other drivers.
Hyundai, a proud FIFA partner since 1999 (including the 2018 FIFA World Cup™) is encouraging fans to focus on the tournament as a celebration of sport rather than worrying about the fate of their team (take note, England fans), a sentiment drawn from its brand ethos.
“For the 2018 FIFA World Cup™, Maroon 5’s modern take on Three Little Birds tells people to forget their worries; reflecting our new message of Hyundai enhancing everyday lives with the ‘Quality Time’ campaign, which informs customers about using our smart technology to keep safe and worry free while on the roads. Hyundai are endlessly innovating and elevating our brand to be more smart,” said a Hyundai spokesperson.
The track itself is a faithful rendition of the 1977 Exodus classic. Faced with the daunting challenge of covering one of their icons, the band decided to “honour his arrangement” while putting their “own spin on it”.
“Bob Marley is one of the greatest artists in the history of music,” bassist Mickey Madden said.
“He’s truly a genius. It’s an honour. Any chance to introduce [the song] to a new audience, it’s something that any band should take.”
Releasing the song in the run-up to the 2018 FIFA World Cup™ comes with an added layer of poignancy, as Marley was known for his love of the beautiful game.
He was a fan of Brazilian legend Pelé and his team Santos, and famously said that “football is freedom, a whole universe to itself”.
Carl Brown, the Jamaican player turned manager, once watched Marley play in Kingston’s National Stadium and said that he “couldn’t figure out which he loved more, music or football”.
As part of its campaign, Hyundai is also bringing the FIFA World Football Museum from its home in Zurich to Moscow.
The exhibition explores the history of the tournament from its first edition in 1930 through to today, touching on the stories of greats such as Diego Maradona, Lev Yashin and Cristiano Ronaldo. For more information on the FIFA World Football Museum, head to worldcup.hyundai.com.
The highlight is the Jules Rimet Cup: the original prize trophy lifted by England in 1966. Stolen twice – once in London just days before the the ’66 competition kicked off, and again in 1983 in Brazil – the full statuette has never been recovered. However, the original base remains intact and is displayed with a replica cup, alongside this year’s trophy.
Wherever you watch this year’s 2018 FIFA World Cup™, get there in a Hyundai