NEW YORK The Recording Academy broke a new campaign from TBWA\Chiat\Day this week promoting the 51st annual Grammy Awards with the theme "Celebrate the Music That Makes Us."
The campaign, which includes TV, outdoor and interactive advertising, highlights the songs that have influenced musicians like Stevie Wonder, Lil Wayne, Thom Yorke and Rihanna with type treatment that comes together to form a portrait of the featured artist.
"As a cultural event that inspires music fans everywhere, the Grammy Awards telecast is an opportunity to 'celebrate the music that makes us,' the way it makes us feel and the impact it has on our lives," said Evan Greene, chief marketing officer of The Recording Academy, in a release.
The campaign kicked off with a spot featuring Stevie Wonder during the National Football League playoffs last weekend. As "Very Superstitious" plays in the background, Wonder describes the genres that have influenced him. Song tiles swirl around the screen as he shares a story about his early street performances where he says he appreciated getting dollar bills. But "I liked the change best ... hearing the sound of the coins hitting the ground brought music to my ears." The song titles come together to form the legendary musician's face alongside the line "Celebrate the Music That Makes Us."
"We all have a song that inspires us, drives us or makes us feel better -- music makes you the person that you are," said Rob Schwartz, ecd, TBWA\C\D in Playa del Rey, Calif. "This campaign celebrates the influence that music has on everyone of us and asks the question: Do we make great music or does great music make us?"
The 51st annual Grammy Awards will be broadcast live on CBS on Feb. 8.
