John Legend, Shakira, Lionel Messi and Noah Kahan have joined forces for a rare collaboration that truly celebrates the power of unity.
The world-renown celebrities appeared together for a reimagining of The Beatles' 1969 classic "Come Together" as part of the launch for Hard Rock International's new Unity by Hard Rock rewards program. The song, which was rerecorded by Kahan exclusively for the launch, plays in the background while all four international superstars roam the grounds of Hard Rock Hotels all around the world from the Gulf of Mexico to New York City. Keith Sheldon, who serves as President of Entertainment and Brand Management for Seminole Gaming and Hard Rock International, explains how the collaboration came together.
"It's all a little bit of a play on words, right?" Sheldon explains. "It's unity by Hard Rock, and it's about bringing together all the different facets of our business. So we thought, what better way to articulate that through a track called 'Come Together.' We took these four individuals and we allowed them to help tell the story of this omnichannel marketing campaign to the soundtrack ‘Come Together’ and really tried to showcase all of the different assets and amenities that Hard Rock is able to offer through across cafe, casino, hotel and all these beautiful locations."
In the hotel chain's new ad, the Colombian superstar enters the Guitar Hotel at Seminole Hard Rock Hollywood and attends a pool party much similar to her celebration for her recent album Las Mujeres Ya No Lloran. Messi hits up the cafe and greets the chefs who prepare his Messi Burger as John Legend enjoys the Rock Star Suite in New York City. Meanwhile, Kahan takes a stroll by the beach at the lavish Hard Rock Hotel Riviera Maya in Mexico.
“Whether I’m celebrating an album release party in Hollywood, Florida, enjoying a day off, or performing at a Hard Rock venue, I can always count on Hard Rock to create and host a memorable night,” Shakira says. “I hope the new campaign inspires fans to explore new places, foods and sounds around the world.”
The Unity by Hard Rock rewards program allows members to gain points anytime they frequent at any of Hard Rock's 200 locations including hotels, casinos, cafes and the iconic Rock Shops all over the world. The "Unity Points" can be used for free nights, dining experiences, merchandise and more.
“I’m so honored to be part of this Hard Rock effort and to have the opportunity to record my take on one of the greatest songs ever; I can’t wait for fans to hear it in the campaign,” Kahan says about the ad. “Filming at their beautiful Riviera Maya resort’s beach was drop dead gorgeous and a total blast, and everyone on site made our time so enjoyable."
“I love being a part of the Hard Rock family and have enjoyed bringing my namesake items to their Cafes and seeing shows with my family, so I was excited to be in this terrific ‘Come Together’ campaign,” Messi shares. “Now, my fans can earn and redeem Unity by Hard Rock points anytime they dine, stay or play at participating Hard Rock locations, whether it’s at my home turf in South Florida or other locations around the world.”
In addition to the launch, members of the program will have an opportunity to win grand prizes to exotic locations like Hard Rock Hotel Maldives and a trip for two to New York City to see Noah Kahan's upcoming concert. There will also be more opportunities to win experiences involving Messi, Shakira and John Legend in the near future.
"We want to continue to reinforce that there's something for everyone," Sheldon says. "There's a trip for everyone. There's a genre of music for everyone. There's an experience for everyone within the Hard Rock portfolio and we hope that folks sign up for unity by Hard Rock and participate in all the different programs."