Sure, it’s a night of intense rivalries, of winners and losers, but when you get right down to it, underneath the flashing lights and designer dresses, the Grammy Awards are all about one thing: the music.
And chances are, whether you’re up for seven golden gramophones or have never sung a note, you still get that “feeling” when you listen to it.
That’s the exact feeling the Recording Academy and TBWA\Chiat\Day are trying to grasp with their “Music Unleashes Us” campaign, one that aims to “tap into the insight that human beings have natural, sometimes uncontrollable, visceral reactions to music.”
Their latest promo video captures that sensation comically and — quite appropriately — with the help of Covergirl Pink and Nate Ruess’ “Just Give Me A Reason,” a song that’s up for Best Song of the Year and Best Pop Duo/Group Performance at the January 26 show.
In the clip, we seem to have caught a twentysomething woman in a vulnerable moment in her car as she half sobs, half sings Ruess and Pink’s pleas of “Just give me a reason.” (Talk about a #covermoment.) It seems like she’s all alone, until a man pulls up next to her doing the exact same thing.
Previous promos featured fellow Best Song of the Year nominee “Roar” by Katy Perry and “Can’t Hold Us” by leading Grammy nominees Macklemore and Ryan Lewis. Eminem provided the soundtrack for the boisterous lead promo, “Anthem.”
“In previous years, our campaigns have focused either on the fans or the artists. This year’s campaign highlights the common bond between fans and artists — our visceral connection with music,” said Evan Greene, Chief Marketing Officer of The Recording Academy, with TBWA\Chiat\Day creative director Rick Utzinger adding, “This campaign celebrates the undeniable human truth that we are powerless against music.”