The 51st Grammy Awards: Unique advertising campaign

The 51st Grammy Awards: Unique advertising campaign

The Recording Academy and TBWAChiatDay unveiled their campaign last week to promote the 51st Annual Grammy Awards airing live on CBS February 8 at 8 PM ET.

Once again, the award-winning Los Angeles-based agency created the campaign, titled "Celebrate The Music That Makes Us." The unique and visually appealing ads draw from the insight that music influences and inspires everyone.

"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. "This year's ad campaign brings this idea to life by highlighting the songs that influence and inspire several artists whose music has made a lasting impact on music lovers worldwide -- creating even greater anticipation for Music's Biggest Night."

This fully integrated campaign includes TV, out of home, print and interactive advertisements and will highlight the songs that have influenced the people that have, in turn, influenced us. Portraits of diverse musicians -- including Lil Wayne , Rihanna , Stevie Wonder , and Thom Yorke of Radiohead -- are created using song titles that have inspired them in their careers and lives.

"We all have a song that inspires us, drives us or makes us feel better -- music that makes you the person you are," said Rob Schwartz, executive creative director at TBWAChiatDay. "This campaign celebrates the influence that music has on every one of us and asks the question: Do we make great music or does great music make us?"

Grammy artists involved in the campaign are: Four-time Grammy winner and current seven-time nominee Coldplay; four-time Grammy winner Lenny Kravitz ; current eight-time Grammy nominee Lil Wayne ; Grammy winner and current three-time nominee Rihanna ; 10-time Grammy winner and current six-time nominee Kanye West ; 25-time Grammy winner Stevie Wonder ; and Two-time Grammy winner and current five-time nominee Thom Yorke.