Coca-Cola unveiled its campaign song for the 2022 FIFA World Cup; a charismatic Latin-Arabic fusion
Coca-Cola’s official FIFA World Cup campaign anthem is a charismatic collaboration between three female artists from Egypt, Mexico, Saudi Arabia
The Coca-Cola Company and Universal Music Group (UMG) announced the unveiling of their brand’s official FIFA World Cup 2022 campaign anthem, and it is everything you want to see. The anthem brings a new multicultural rework of Queen’s 1986 iconic track, “A Kind of Magic,” available on Coke Studio.
Building on Coca Cola’s ‘Believing is Magic’ campaign, the song features a charismatic collaboration between Egyptian neo-soul and rap sensation, Felukah, Mexican Latin Grammy Award nominee, Danna Paola, and an unprecedented female local talent, Saudi Arabian singer-songwriter, Tamtam.
From Egypt to Mexico
Filmed in Mexico City, the video accompanying the song encapsulates the anticipation for one of the biggest sporting events in the world, the FIFA World Cup, which kicks off in Qatar on November 20th. The video fuses a flavor of Arabic and Latin culture that naturally emits an electrifying combination of artistry.
“We’re thrilled to have teamed up with Tamtam, Felukah, and Danna Paola, to create a unique version of Queen’s ‘A Kind of Magic,’” shared Joshua Burke, Sr. Director of Global Music & Culture Marketing at The Coca-Cola Company. “This reimagined track showcases the unique styles of these talented artists while embracing the world-renowned classic.”
Coca-Cola bringing campaign to life
In addition to this musical track, Coca-Cola is bringing their Believing is Magic campaign to life through several elements, such as digital films, packaging, and Fan Zone, which bring together football fans worldwide sharing the same passion.
Local talent gone global
This also marks the first time the global soundtrack features an up-and-coming talent from Saudi Arabia.
Claudia Navarro, VP of Marketing, Eurasia & Middle East at Coca-Cola said: “The partnership with Tamtam is amazing in so many ways. It is a perfect example of what Coca-Cola is about: an incredibly global brand with a true local flavor: we’re so proud to take a Saudi homegrown talent like Tamtam to one of the biggest global stages. Tamtam is also an inspiration for young ladies around the world to believe that Real Magic can happen when you follow your dreams.”
The Mexican artist also said in a statement that”it’s inspiring to be part of a global campaign represented by women. Working with Felukah and Tamtam was a beautiful and magical experience. Music is the magic key to bring people together. I’m thrilled to be part of this and to put Mexico into the spotlight.”
As Egypt’s Feluka simply put it, it’s “magic at its finest”