We (Concord Music Publishing) received the brief from Jonathan Watts (Adelphoi) in April. The premise was looking back at a pre-Covid 19 world of pollution, traffic and noise reflected across a car’s surface – it begins to melt away and the bike emerges into clearer skies. They needed a song to take us from reflection to a hopeful new vision, with the lyrics being key. It was clear right away that LYRA’s cover of ‘New Day’ could be a great fit. The original song is a 1969 track by the brilliant Jackie Lomax, represented by us via Apple Music Publishing. As a part of our REimagined initiative, the song was given to our artist LYRA and the result was something brooding and beautiful. Her haunting voice in this new version carries across the message of re-birth so clearly and adds a little bit of magic to Vanmoof’s eye-catching, conceptual visuals – it felt like the perfect match. The ad has actually since been banned from French TV for 'discrediting the automobile sector' – the truth hurts!