The client approached us with the idea of recreating this song in a dreamy, ethereal way that would enhance the imagery of the commercial. We approached several artists to create their own versions of "Walking On The Moon" before we ultimately went with the version that was used. We briefed each artist that demo'd on the overall style we were looking to capture while also keeping their own musical styles in mind. It was important to work with a relevant artist on this campaign and also an artist we knew could achieve the sound we were looking for.

The concept behind the moon imagery and with the song choice was to pair with the cars new Active Glide Technology, or hands free, feature as well as speak to the brands messaging "The Power of Sanctuary."

The strategy behind the use of this song was to partner a known song with the creative concept of the campaign. The lunar imagery that was the spot made "Walking On The Moon" the perfect song selection. It was important to find the right contemporary artist who could put a new, reimagined sound on this classic song that was still sonically on brand with the campaign and what the brand was trying to accomplish. This new approach to the song was also a way to help reach a broader audience. Ruelle's experience reimagining classic songs made her the ideal artist partner.

We were able to align the release of the song with the airdate and coordinate cross promotion between the artist and the brand. Any PR done for the campaign also highlighted the partnership between the brand and the artist as well as album artwork being derived from the spot.

Because we took a song and reimagined it, it helped introduce or reintroduce this song from an iconic artist into the world. The clever pairing of this reimagined version of "Walking On The Moon" with the ethereal landscape of the lunar surface created conversations around the brand.