Trust Makes VW Happy

The creative team at Trusoundnewyork delivered a reggae-inflected rendition of "C'mon Get Happy" for Volkswagen's Super Bowl Game Day Teaser and "Get In, Get Happy" campaign.
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New York, NY (February 6, 2013)—The creative team at Trusoundnewyork delivered a reggae-inflected rendition of "C'mon Get Happy" for Volkswagen's Super Bowl Game Day Teaser and "Get In, Get Happy" campaign.

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When Volkswagen and Deutsch LA needed a soundtrack to buoy their upbeat entry into Super Bowl XLVII, they tapped the creative team at Trusoundnewyork to deliver a reggae-inflected rendition of the classic Partridge Family theme song, "C'mon Get Happy," featuring the legendary Jimmy Cliff. A long-form version of the song is also currently available in the iTunes store.

"Deutsch had reached out to a few labels in search of a reggae version of the Partridge Family theme," recalled Trusoundnewyork founder Camus Celli. "We have great relationships with all the major labels through our other company, Vel Records, so we heard about the project and jumped at the opportunity." The project couldn't have come along at a more perfect time for the company, whose co-founder Paul Conte had recently spent time in Kingston, Jamaica composing the music and casting the band to record the Red Stripe Reggae Orchestra "Hooray Beer" multi-spot campaign.

Adding to the project, reggae legend Jimmy Cliff had signed on to provide lead vocals. To prepare, the team dug deep into Cliff's repertoire, eventually recording demos in a variety of styles. "We recorded a classic 'rock-steady' version and a more organic acoustic version," noted Trusoundnewyork's co-founder Paul Conte. "The agency liked elements of both so we offered a few ideas about how we could integrate the two without overshadowing the distinctive personality of Jimmy's voice."

From there, the Trusoundnewyork team took to their recording studio in DUMBO Brooklyn to create the track that would accompany the final spot. "Jimmy came to town after the initial sessions, and we spent a day in the studio working with him on vocals and tweaking the arrangement," said Conte. "We obviously wanted his 'stamp of approval' on the track and he offered a lot of great ideas about the final production."

Trusoundnewyork
www.trustcollective.com