Messi, Shakira, Legend x Kahan Star for Hard Rock

Here come old Messi, he come grooving up slowly.

Shakira’s there, too. Plus John Legend and Noah Kahan.

Hard Rock International harnesses potent star power to launch its Unity loyalty program in ads from Gale, with Kahan’s intriguing post-funk take on the Beatles’ “Come Together” providing the soundtrack.

The talent mostly just strut through the posh venue—but they sure look great doing it. And that jam sounds slinky smokey smooth. Jovan Todorović directs with good-natured swagger, sound and vision compellingly in sync.

“Hard Rock is one of the world’s most iconic brands, with nearly universal awareness. But people are not aware of everything they offer. To solve that and drive Unity sign-ups, we set out to create an entertaining campaign featuring a re-imagined version of one the most iconic songs in history along with icons of today-with near universal awareness,” says Winston Binch, chief brand and experience officer at GALE, which led campaign development.

“With these superstar spokespeople who represent a variety of industries, cultures, and passions, the campaign highlights the variety of passions Hard Rock consumers can explore: food, music, casinos, gaming, to name a few,” Binch says.

Redline Media Group, Golin, Osceola Group Marketing, Globant and Real Time Media contributed to various campaign elements.

The push breaks today across digital, streaming, social and email/CRM.