The new version comes as one of 15 remixed-tracks to be released from Marley and the Wailers' posthumous 1984 album Legend. The yet-to-be-scheduled release date for the project, aptly titled Legend: Remixed, will be out on Island/Tuff Gong/UME and has already garnered much attention with its first single, Three Little Birds, already landing a commercial deal with Hyundai.
The single is the anthem in the car company's ad campaign for its new Assurance Connected Care program; a suite of features designed to ensure safe and stress-free driving.
The ad will begin airing Tuesday, May 14th, the day Three Little Birds will be available for sale through all digital retailers [Amazon and iTunes] and free to the first 15,000 fans through Hyundai's Facebook and YouTube channels.
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.
"The Marley name and music are precious to us," commented UMe President/CEO Bruce Resnikoff about the Remixed project. "We are truly honored to continue Bob's legacy with the support and participation of his family and the Tuff Gong organization. We feel the release of this album will offer key opportunities to the Marley family to expand their brand, and its message, outside of traditional music venues."
Hyundai also supported the creation of the "Making of Legend: Remixed" documentary; a short film about the creation of the new album including interviews with the Marley family and the musicians and remixers involved. A brief behind the scenes for Three Little Birds will be available on May 14.
Vice President of Marketing for
Hyundai Motor America, Steve Shannon, explains that the track underscores what the features of the Assurance Connected Care program
are intended to represent for consumers.The lyrics, Shannon continued, "directly nail the benefits of what we're talking about."The TV spot shows Hyundai drivers navigating pass road signs with laidback slogans instead of the per usual warning signs, such as "No Worries", "No Problem" and "It's All Good," as the Marley track plays in the background.