The countdown to the 2012 Grammys is on.
Last week, we got a sneak peek at a few promo photos of host LL Cool J and nominees Nicki Minaj and Taylor Swift . This week, MTV News has landed an exclusive first look at the television ad campaign featuring the 25-time-nominated Foo Fighters, who are up for six Grammys this year, including Album of the Year and Best Rock Album for Wasting Light.
The 30-second teaser, which debuts Tuesday night on CBS, opens with an aerial shot overlooking a bejeweled city, reminiscent of the Emerald City from “Wizard of Oz” but all in gold, not green. Over the opening notes of the Foo track “Bridge Burning,” the camera starts to zoom in toward the center of the city, with the gem-like walls exploding into pieces around the shot. From the golden and dusty debris, the Foos emerge individually rocking out to the song. First Taylor Hawkins, then Dave Grohl, followed by Chris Shiflett, Nate Mendel and Pat Smear.
The promo ends with the Grammy slogan — “We Are Music” — etched into the rock formations.
According to a statement from the Recording Academy, the focus of this year’s ad campaign is on the “raw emotion in music that connects fans and artists and transcends the Grammy stage. It’s that moment where the artist is ready to push the music out and the fan is ready to receive — that’s the true power of music.”
The stylized visuals in the video spots are aimed at exposing and enhancing the emotions of this year’s nominees and their songs.
In addition to the promo featuring the Foo Fighters, look out for additional spots from TBWA\Chiat\Day Los Angeles with Adele, Bon Iver and Skrillex, as well as the print campaign, which features Grammy winners and current nominees Bruno Mars and Paul McCartney.
The 54th annual Grammy Awards air live Sunday, February 12, at 8 p.m. ET on CBS.
What do you think of the Foo Fighters promo? Let us know in the comments!