With a pumped up pop melody tethered by the Brazilian roots rhythms commonly identified with carnival, and inspirational lyrics readymade for stadium sing-alongs, "The World is Ours" will be the theme of the brand's international "World's Cup" campaign. The tournament year anthem was written by song-writing team Rock Mafia (Miley Cyrus, Selena ) and produced by Brazilian-born Mario Caldato Jr., who has worked with the Beastie Boys, Jack Johnson, and Brazilian artists including Seu Jorge and Bebel Gilberto.
"We always try to bring to light our campaign ideas through music and in 2014 we're talking about the World Cup and bringing the world together," says Joe Belliotti, Director of Global Entertainment Marketing at Coca-Cola. "That is what the song was meant to do from a lyric perspective. From a music perspective, we wanted the music to stay very authentic to Brazil, but in an original way that would resonate with an audience internationally…we're taking that rhythm of Brazil and pairing it with just a great mainstream song."
Correy, best known as a 2012 "X-Factor" finalist who re-connected with his Brazilian birth mother after appearing on the reality show, will debut the song live tomorrow (Sept. 12) on Corcovado Mountain above Rio de Janeiro.
"It's such a feel-good song," says Correy, whose tattoos include one on his back of a Brazilian flag covering a hand making the metal horns sign, which is spotlighted on the single's cover photo. He opens the 2:38 minute track with a call to "kick it to the world."
"I think with the rhythms, the song, the message, it's going to touch a lot of people," he says.
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Tomorrow's performance of the song will mark the opening of the Coke-sponsored World Cup Trophy tour, which takes the tournament trophy to 88 countries. Correy and Monobloco will perform the anthem at select stops on the tour, where fans' voices will be recorded and added to future mixes. Artists from different countries will also collaborate with Correy on recordings of the song in different languages. A Portuguese version called "Tu Mundo," with vocals by Brazilian singer Gaby Amarantos was released in June in Brazil. That song did not include Correy's vocals.
"The World is Ours" will be immediately available for streaming on Coca-Cola partner Spotify, and will later be sold widely as a download at digital outlets. The song will be featured in Coke's World Cup-themed TV ads and mobile campaigns.
In 2010, Coca-Cola set a precedent for success of their World Cup campaign music with the response to K'NAAN's "Wavin' Flag," which made the Somalia-born MC and singer/songwriter's name known around the world. Coke used a "Celebration Mix" of the song as its promotional anthem for the 2010 FIFA South Africa World Cup, and "Wavin' Flag" was recorded in almost 30 multilingual versions by K'NAAN together with international artists. "Wavin' Flag" went to No. 1 in 18 countries. It sold 918,000 downloads in the U.S., according to Nielsen SoundScan.
"We met dozens of artists but I don't think anyone's story resonated as powerfully as David's." Belliotti says of the choice of Correy to interpret the 2014 song and thus make his voice known around the world. "Not just his personal journey and what he has gone through in his life, but the way he has remained so optimistic, so encouraging to people to follow your dream and achieve what you can achieve."
Correy, 27, grew up in Maryland, the son of adoptive parents who encouraged his early talent for singing. He went on to win a scholarship to the Berklee School of Music.
On his first appearance on "X-Factor," he had judge Britney Spears in tears as he sang Bruno Mars' "Just the Way You Are." Correy announced at the audition that he was searching for his birth mother, who gave him up for adoption when she was a teenager in Recife, the city in Northern Brazil where Correy was born. The quest reached a Brazilian newspaper, which succeeded in connecting mother and son. Correy made it to the finals before being eliminated on "X-Factor," but as a result of his participation in the TV show he experienced the moment he describes as "the ultimate high": performing in Recife with both his birth family and adoptive family sitting in the front row.
Correy said he immediately identified with "The World is Ours."
"You can just hear the emotion pouring out of my vocals," the singer says.
"Young kids need something to believe in. that's what makes us feel like we're a part of something," Correy adds. "That's what this meant for me. I've never felt so proud to be a part of something. It represents me so well."
"The World of Ours" is the first major anthem to be unveiled for the 2014 FIFA World Cup Brazil, which opens in Sao Paulo onJune 12. FIFA has yet to announce the official World Cup anthem.