For the sixth consecutive year, TBWA\Chiat\Day L.A. is behind the ad campaign for CBS’ telecast of the Grammys, which airs on Feb. 10.
The new campaign, titled “#TheWorldIsListening” (because all campaigns require hashtags now), continues on the The Recording Academy’s quest to highlight somewhat younger musicians than in years past. Starting in 2011, when the Grammys shocked the country by bestowing the coveted Album of the Year award on Canadian indie band Arcade Fire, the awards show has benefited immensely in TV ratings by targeting a younger audience. That’s probably why in the first 60-second spot, “Anthem,” we get narration by Rihanna Cat Power and cameos from Skrillex, Taylor Swift, and the newly christened Snoop Lion.
Of the trio of new spots, the real winner is the above 30-second piece featuring blues-rock duo The Black Keys with narration by New Orleans blues legend, Dr. John. The Black Keys’ newest album, El Camino, is nominated for the prestigious Album of the Year award this time around. Considering it’s probably the Black Keys’ worst (as Arcade Fire’s worst, The Suburbs took home the award in 2011), it’s my odds-on-favorite to win big in 2013.
The campaign also features a web component dubbed the Grammy Amplifier, a something that a statement from Chiat says “has the potential to become a new platform for social musical discovery.” Watch one more spot starring Rihanna and view credits after the jump.
Global Creative President: Rob Schwartz
Executive Creative Director: Patrick O’Neill
Creative Directors: Patrick Condo & Bob Rayburn
Associate Creative Director/Copywriter: Eric Haugen
Associate Creative Director/Art Director: Kirk Williams
Art Directors: Hillary Coe, Rebecca Ginos, Katie Dittman
Executive Director of Integrated Production: Richard O’Neill
Executive Producer: Sarah Patterson
Producer/Music Supervisor: Michael Gross
Assistant Producer: Whitney Fromholtz
Director of Creative Technology: Ricardo Diaz
Account Director: Michele Tebbe
Management Supervisors: Mike Peditto & James Aardahl
Account Supervisor: Daryl Conui
Group Planning Director: Rad Tollett