• by Karl Greenberg , May 15, 2013

Every little thing gonna be all right. Especially if you have car trouble. Hyundai Motor America is setting its Assurance telematics-based driver support program to a reggae beat with a redux of Bob Marley's "Three Little Birds."

The Fountain Valley, Calif.-based U.S. sales arm of Hyundai has dabbled in music for a while now, having created things like the Re:Generation project, where music artist Skrillex and members of The Doors partnered with the Flaming Lips; Remix:Labs experiential program to tout the Veloster car; and music projects around the Grammys.

The new program, Legend: Remixed, expedited through a partnership with Universal Music Enterprises and the Bob Marley family, is an electronic dance take of Marley's “Legend” album. “Three Little Birds,” remixed by Marley's son Stephen and DJ/producer Jason Bentley, is one of the tracks, and the soundtrack for a new TV push for Hyundai Assurance Connected Car.

The new TV spot, via Innocean USA, features the new Santa Fe, plus Sonata and Veloster vehicles driving past typical road signs, that switch the usual warnings for things like “Got your back,” "Leaving Trouble Behind," “Care free lane ahead,” or “It’s all good.” As the cars pass the signs, the passengers are shown doing things like using their smartphones to connect to Hyundai's BlueLink diagnostics system.

The voiceover is by Jeff Bridges.    

The company says there are also three 15-second spots highlighting such specifics of Assurance Connected Care as monthly service reports, vehicle service reports, maintenance alert, and automatic collision notification.  The automaker says the campaign includes a social media component where the track will be available for free download to the first 15,000 fans through Hyundai’s Facebook and YouTube channels.

There is also a “Making of Legend: Remixed” documentary about how the album was developed, with interviews of the Marley family and the musicians involved. The new "Legend:Remixed" album, featuring Ziggy Marley, RAC, Nicodemus and others will be released this summer by Island/Tuff Gong/UME.

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