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Wildlife Bust a Move to 'Electric Boogie' with Shaggy in Jeep's Super Bowl Spot


Chicago-based agency Highdive teams up with The Mill on Big Game ad featuring a new version of the Marcia Griffiths classic

Wildlife Bust a Move to 'Electric Boogie' with Shaggy in Jeep's Super Bowl Spot

The Jeep brand's Big Game one-minute commercial 'Electric Boogie' celebrates the brand's expansion of its electrified lineup across the world, taking the new interpretation of the iconic song into the future with the brand's new generation of vehicles. 

The commercial features the brand's hybrid electric plug-in vehicles Jeep Wrangler 4xe and Grand Cherokee 4xe with species from across the animal kingdom dancing along to the all-new 'Electric Boogie' track. 

'Electric Boogie' can be viewed across the brand's social media channels. It was created, from the inception, to be leveraged globally to support the rollout of the Jeep brand global electrified portfolio. 

The new version of the 'Electric Boogie' song will be available to stream and download across music platforms on Sunday, Feb. 12. The Jeep brand captured footage of Ms. Griffiths recording the song in a Jamaican music studio with producer and dancehall/reggae icon Shaggy. That footage will launch across the brand's and Shaggy's social media channels in the coming weeks.

"This new campaign showcases our global 4xe electrification portfolio by capturing and celebrating the fun, light-hearted spirit of the Jeep brand," said Christian Meunier, Jeep brand CEO. "We continue to design and develop the most capable and sustainable Jeep SUVs to date, and this is why we say that 4xe is the new 4x4. This is a forward-thinking strategy on our path to becoming the leading zero-emission SUV brand in the world, ensuring that millions of Jeep fans continue to have a planet to explore, embrace and protect." 

"We've brought 'Electric Boogie' into the future with our new-generation 4xe electrified lineup to inspire our drivers and a new generation of listeners through a song and dance that embodies the adventure, spirit and passion that our consumers hold for the brand," said Olivier Francois, global chief marketing officer, Stellantis. "Authenticity is one of the Jeep brand's core pillars, so it was extremely important to us to release this modernized version of 'Electric Boogie' with singer Marcia Griffiths, whose first recording of the song nearly 40 years ago made a huge impact on popular culture. We'd like to think of the commercial as a natural extension of our acclaimed 'Earth Odyssey' spot with our Jeep 4xe vehicles and the animal kingdom getting in rhythm with nature." 

'Electric Boogie' was originally recorded by Jamaican reggae singer Marcia Griffiths and widely released in 1983. A remixed version of the song by Griffiths took off globally in the early '90s and she became the highest charting female reggae artist of all time. Originally written by the legendary Bunny Livingston (Bunny Wailer of the original Wailers), the song carried a playful energy that inspired the global dance the Electric Slide, which to this day is still very popular at weddings and parties.

Said Shaggy: "I'm honoured to have the opportunity to produce a new, updated version of this iconic song. I grew up hearing 'Electric Boogie' often; it was a family favorite in my household. The version performed by yet another legend, Marcia Griffiths (formally of I-Threes - the background singers with Bob Marley and the Wailers) and remixed by the Miami Sound Machine became a worldwide hit."

Added Shaggy: "Over the years I've become close friends with Marcia so I was very excited when the Jeep brand asked me to remake a 2023 updated version of this classic for their new campaign. Our collective aim was to put the spotlight on Marcia and her remarkable voice while capturing the authentic culture that the song represents. By also including the talented voices of three emerging artists, Amber Lee, Jamila and Moyann, who compliment Marcia's original iconic vocal, the result feels fun, fresh and energetic."

"When I first recorded a remixed version of 'Electric Boogie' in the '90s, I never could have imagined that it would inspire a dance that still resonates with fans many decades later," said Marcia Griffiths. "Having the opportunity to bring the song back in a modern style to new audiences in collaboration with the amazingly talented Shaggy and together with Amber, Jamila and Moyann during one of the biggest television events around the world has provided me with another once-in-a-lifetime opportunity." 

"Having Jeep use our father's classic composition 'Electric Boogie' in their Big Game spot is a massive collaboration," said Abijah Livingston, son of Bunny Wailer. "To see our father's musical legacy and one of his most iconic songs associated with such a great event and brand is very exciting and makes us all very proud." 

The Jeep brand brought Griffiths together with Jamaican reggae artist and producer Shaggy, who is managed by Martin Kierszenbaum/Cherrytree Music Company, to create a modernised version of the song to celebrate 40 years since its original release. Also featured on the track are three up-and-coming Jamaican reggae artists, Amber Lee, Jamila Falak and Moyann for whom Griffiths acted as a mentor.

The Jeep brand is also inviting fans from around the world to join the Electric Slide movement on TikTok with dancers across the platform, tagging #Jeep4xeBoogieWoogie

The 'Electric Boogie' campaign was created by the Jeep brand in partnership with Chicago-based agency Highdive and follows in the footsteps of the brand's acclaimed spot from last year, Earth Odyssey. By listening to the animals, the ad highlighted the unique ability of the Jeep Wrangler 4xe and Jeep Grand Cherokee 4xe in electric mode to operate in nature in virtual silence. Animation for the 'Electric Boogie' commercial was created by The Mill. The Jeep brand did not interfere with any animals on their natural dance floor while they did the Boogie Woogie, Woogie!


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Genres: Visual VFX

Categories: Cars, Automotive

The Mill New York, Mon, 13 Feb 2023 11:20:44 GMT