Reservoir Media Management - THE COMMODORES' ‘NIGHTSHIFT' FEATURED IN NEW AD CAMPAIGN FOR AFRICAN TELECOM COMPANY MTN
 
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THE COMMODORES' ‘NIGHTSHIFT' FEATURED IN NEW AD CAMPAIGN FOR AFRICAN TELECOM COMPANY MTN

THE COMMODORES' ‘NIGHTSHIFT' FEATURED IN NEW AD CAMPAIGN FOR AFRICAN TELECOM COMPANY MTN

9/14/2017

Reservoir catalog cut the Commodores’ hit 1985 Grammy-winning single “Nightshift” is featured in a new major ad campaign for African-based mobile communications company MTN. The spot features no dialogue other than the “Nightshift” lyrics, using the song’s powerful words to spread the message that technology brings people together.

The impactful ad opens with an air traffic control officer working the overnight shift at Cape Town's International Airport. After downloading the song off of MTN's Network, the officer makes a video call to his colleague in another city, and begins to serenade him. Despite the thousands of miles between the two, the friends connect with each other, in the middle of the night, as they sing along to the Commodores' classic. From there, the song keeps traveling, connecting an entire community of fellow nightshift workers, who sing and dance together. As the sun begins to rise, and the track comes to an end, the words “No matter where we are, we can always be together,” appear onscreen.

A new addition to the Reservoir catalog, “Nightshift" was co-written by the Commodores’ guitarist Thomas McClary and drummer Walter Orange. Reservoir recently acquired the catalogs of McClary and Orange, as well as renowned soul legends Willie Mitchell, Leon Ware, and Norman Harris.

Reservoir SVP of A&R and Catalog Development Faith Newman, who lead the company’s initiative to pursue these historic American catalogs, said, “it is important to Reservoir to ensure that historic catalogs continue to inspire new generations,” further adding that “watching new audiences discover this music [through MTN's sync placement] is amazing.”

Watch the spot below:

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