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Posts Tagged ‘Michele Tebbe’

This Year’s Grammy TV Campaign Is Actually Pretty Great

Right about this time every year, TBWA\Chiat\Day LA debuts its TV spots for the Grammys. And, every year, they’re pretty underwhelming. A few years back, we got a swirly, graphics overload with CGI re-tellings of artists like Eminem’s life story. Last year, we got the hashtag-happy #TheWholeWorldIsListening, which aimed to put viewers into the shoes of stars like Rihanna while trying to convince them that the awards show was still in any way relevant.

This year’s first spot, “Anthem,” looked more like a VH1 commercial than anything else, and it seemed we were in for yet another year of mediocrity. But then, dare we say it, the Grammys and Chiat LA ctually surprised us. The latest spot in the Music Unleashes Us campaign, “Drive” (above), does a fantastic job of convincing viewers that they owe it to the artists who get them through times of sorrow and heartbreak to watch their performances on the Grammys.

From Pink and fun., we move to Macklemore and “Doughnut Shop,” another well-produced and compelling spot filmed outside of Inglewood’s famous Randy’s Donuts. Again, these spots excel at following through with what the campaign promises – portraying the affect that popular music has on the average TV viewer. It both ignites and unleashes, an important sentiment for the Grammys to glom onto as the show still figures out its approach to celebrating an industry that doesn’t know what to do next. One more Katy Perry-tinged spot, and credits, follow after the jump.

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Grammys Remind You That ‘The Whole World is Listening,’ But No Pressure or Anything

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.

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