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Black Pumas & Lucius Cover The Kinks For YouTube Originals' Powerful 'Life in a Day 2020' Super Bowl Ad

Black Pumas
Jody Domingue

Black Pumas

In addition to the commercial, you can go inside the making of the "Strangers" cover in a Billboard-exclusive featurette ahead of the documentary's Saturday premiere.

YouTube Originals is unveiling a new trailer for its upcoming feature-length documentary Life in a Day 2020 exclusively on Billboard, and it includes a stunning cover of The Kinks' "Strangers" performed by Black Pumas and Lucius.

The one-minute ad -- which will make its broadcast debut ahead of Sunday's (Feb. 7) Super Bowl -- finds people all over the world filming their day on July 25, 2020. Directed by Kevin MacDonald and executive produced by Ridley Scott and Kai Hsiung, the film is composed entirely of video contributions from participants, showcasing how different and extraordinary any seemingly ordinary day can be.

"Life in a Day is a special project for YouTube, and we are thrilled to have Black Pumas and Lucius' inspired cover of The Kinks' beloved 'Strangers' magnify the collaborative spirit of the film," Vivien Lewit, global head of artist relations at YouTube, says in a statement. "We know there will be a lot of love for the song as it soundtracks this incredibly impactful ad."

The trailer will have its broadcast debut on CBS in the final lead-up to Super Bowl LV on Sunday, as the film is the sponsor of CBS' pregame show starting at 6:00 p.m. ET.

On covering "Strangers" for the film, Eric Burton of Black Pumas tells Billboard, "To me, 'Strangers' has a really interesting way of cutting through straight to the soul. I had such a good time inhabiting this honest reflection on love lost and the triumph that is a resilient human spirit."

"I think this is one of the most thoughtful records I have ever done," Black Pumas' Adrian Quesada adds. "We wanted to show the original 'Strangers' its due respect. We really tried to honor the song and its timeless lyrics. The Lucius vocals gave the song another dimension, and I only wish we could have recorded with them in person.”

Lucius' Jess Wolfe and Holly Laessig mirror that sentiment to Billboard: “Collaborating with Black Pumas gave us a chance to look at 'Strangers' in a new way and approach the song from a fresh perspective after years of performing it at the end of our shows. Just like those who were featured in Life in a Day, we hope our contribution to this song reminds us all that 'we are not two, we are one.'"

"Strangers" was released by The Kinks in 1970 on the album Lola Versus Powerman and the Moneygoround, best known for the band's Billboard Hot 100 top 10 hit "Lola." The fan-favorite "Strangers" has gained popularity over the years thanks to its use in Wes Anderson's The Darjeeling Limited in 2007 and high-profile covers by Norah Jones, Feist and Lucius' own version on the extended version of 2016's Good Grief.

Watch the making of the "Strangers" cover exclusively via Billboard below. Life in a Day 2020 will launch for free on Saturday (Feb. 6) on the film’s YouTube channel, and you can catch Black Pumas on the latest episode of YouTube's RELEASED series at 11:45 p.m. ET Thursday night (Feb. 4).

 

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