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Tuesday, January 29, 2013
Volkswagen is adding some Jamaican star power to its latest global marketing campaign.
The German automaker has a commercial featuring reggae icon Jimmy Cliff which is set to air during Super Bowl XLVII on Sunday.
Cliff, a Rock and Roll Hall of Fame musician and star of the 1972 cult film classic The Harder They Come, performs a cover of The Partridge Family's C'mon, Get Happy.
The Super Bowl ads are the most watched in the United States for the year with advertisers paying as much as US$3.5 million for a 30-second spot.
It's just fantastic, said Stephen Hector global PR director for Sandals Resort International/ATL Group, which distributes Volkswagen in Jamaica through its ATL Automotive dealership.
"It is a great opportunity for Jamaica, Jimmy Cliff, and the Volkswagen brand," he continued.
Cliff, 64 " the only living Jamaican musician to hold the Order of Merit is experiencing a career comeback. His latest album Rebirth, was given the thumbs-up by major American publications like Rolling Stone magazine.
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