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HYUNDAI Motor Company has taken to the skies to open its new brand campaign to celebrate it becoming official partner of the 2018 FIFA World Cup Russia.

It has partnered with US pop group Maroon 5 in paying tribute to reggae legend Bob Marley by covering his feel-good hit Three Little Birds for the campaign.

Hyundai said the music aimed to unite football fans by spreading a message of joy and positivity in its new brand messaging: “Hyundai exists to enhance everyday lives with quality time”.

The campaign message is designed to inform customers about using Hyundai’s smart technology “to keep safe and worry free while on the roads”.

In its statement, Hyundai said: “With its laid back, positive vibes, Three Little Birds is the perfect song to encourage football fans to forget their worries and focus on the tournament as a whole; embracing it as a celebration of sport, rather than experiencing the highs and lows of each match.”

The video was shot in Los Angeles and is the product of Korean-American film and music video director Joseph Kahn. He also created the Hyundai TVC to be broadcast during the World Cup in Russia.

By Neil Dowling