The 51st Grammy Awards Unveil Unique Advertising Campaign

The Recording Academy and TBWAChiatDay have unveiled the campaign to promote the 51st Annual Grammy Awards airing live on CBS Feb. 8 at 8 p.m. 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.

VIEW THE PHOTOS: 2009 Grammy Nominations Concert

“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.

VIEW THE PHOTOS: Grammys Red Carpet 2008

“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.

For more information about The Grammys visit

Related Content from
VIEW THE PHOTOS: Access At The 2008 Grammys
PLAY IT NOW: Taylor Swift Gets Ready For Grammy Nominations Concert
PLAY IT NOW: Grammy Nominations Concert Live 2008: Arrivals

MORE ACCESS ON THESE TOPICS: Grammy Awards - Music - Rihanna - Coldplay - Kanye West

Copyright NBCAH - Access Hollywood
Contact Us