WE LIKE TO DREAM

When our friends at GSD&M asked us to re-envision the classic Steppenwolf track, Magic Carpet Ride, for their newest Goodyear spot, we jumped at the chance to get involved. We set out to walk that fine line between classic and contemporary, as the track needed to stay close enough to the original to be instantly recognizable, while having a fresh enough feel to ensure it could stand on its own. Prior to bringing us on board, the agency had attempted to get a few up-and-coming recording artists to produce some versions on their own with underwhelming results.  Fortunately, this is an area where SOUTH’s abilities and relationships really shine. We called on some great recording artists, with whom we collaborate regularly, to put our ideas together, and gold was struck!

We got to work, using a variety of different composers, male and female, to give us a few different takes. Some were rooted in indie, others more roots, but In the end, it was a track that incorporated elements of garage, rock, soul and a singer that channeled his inner-most John Kay, that prevailed. The elements wouldn’t have been complete without our own Robin Holden on drums, Jon Darling on guitar and bass, and Kelly Pratt (Father John Misty, Beirut) on horns. While all these artists could stand up on their own, they were nothing short but magical when combined. Congrats to our friends at GSD&M and Goodyear for making an epic spot! We’re beyond excited they had us as partners.