MAD » Grammy

Eminem Relives His ‘Struggle’ In Grammy Ad Campaign

admin — Thu, 06 Jan 2011 12:16:27 +0000

…and with MusicMapper you can share your you can connect music to your milestones in life.

MTV had it first, today the 2011 ad campaign kicks of across multiple media channels. MTV reports on their website “The Grammys are kicking off the new year with a certain Detroit rapper. Eminem is spearheading the Recording Academy’s Music Is Life Is Music social-networking and promotional campaign, and MTV News is giving you an exclusive first look at the commercial.”

“The camera kind of literally walks through his life,” said Bob Rayburn, creative director of ad agency TBWA\Chiat\Day in a conversation with MTV. “It was important to capture his struggle.”

The rapper is in the first of three upcoming Grammy commercials, developed by TBWA\Chiat/Day Los Angeles and illustrated by design firm National TV.

Eminem’s piece will debut on all media platforms on January 6th, and the print portion of the Grammy campaign begins in two weeks. The Midwest rapper earned 10 Grammy nods, including Song and Record of the Year (for “Love the Way You Lie”) and Album of the Year (for Recovery, which is also up for Rap Album of the Year). He also scored noms for Best Rap Solo Performance (for “Not Afraid”), Pop Collaboration With Vocals (for his turn on B.o.B’s “Airplanes Part II”) and Best Rap Song (for “Lie”).

Check it all out on Facebook.

For any comments or suggestions, send an email to Ulrich Proeschel.

“We’re All Fans” a first-of-its-kind interactive fan experience

admin — Wed, 13 Jan 2010 13:20:25 +0000

The Recording Academy® unveiled an innovative advertising campaign for the 52nd Annual GRAMMY® Awards, airing live on CBS Jan. 31. The fully integrated campaign, titled “We’re All Fans,” highlights music fans’ unprecedented impact in the current digital age.

The heart of the campaign is the Web site, www.wereallfans.com — a first-of-its-kind interactive fan experience — featuring portraits of GRAMMY-nominated artists composed entirely of real-time, fan-generated YouTube, Twitter and Flickr postings. This user-submitted content is continuously gathered from these social media platforms and refreshed on the campaign site to form a constantly evolving, “living” portrait of each artist. TV, print, out-of-home and interactive all support and will drive traffic to www.wereallfans.com.

“Music connects us all and while it comes to life in the hands of artists, it lives and breathes in the hearts and minds of fans,” said Evan Greene, Chief Marketing Officer of The Recording Academy. “With the natural evolution of social media, fans have become a cultural force driving the power of music, and this year’s ad campaign celebrates the connection between fans and some of today’s most relevant artists.”

“Fans have always been the driving force of music, but with the rise of social media they are now more powerful, more connected and more influential than ever,” said Patrick O’Neill, Executive Creative Director at TBWA\Chiat\Day\Los Angeles. “We wanted to tap into what music fans are already doing: sharing, tweeting, singing about their favorite song/musician/lyric every second, every day, all over the Web. The ‘We’re All Fans’ GRAMMY Awards campaign harnesses this enthusiasm and puts the fans at the center of the idea. And we all know, music is nothing without the fans.”

If you have any questions, comments, or suggestions please email Marianne Stefanowicz.

[Show as slideshow]

Absolut: In an ABSOLUT world love would be the currency

admin — Tue, 21 Apr 2009 10:01:08 +0000

ABSOLUT defies the recession, in mid April, the brand launches “ABSOLUT HUGS” globally, a new visionary TV commercial depicting a world where transactions are paid for with affection and gratitude, rather than currency.

As a part of the “In An ABSOLUT World” campaign that depicts scenes from a more vibrant world as envisioned by the brand, the “Hugs” spot sends a spirit of community, suggesting that “In an ABSOLUT World”, money can be replaced by acts of kindness. It was first shown to 19 million TV viewers in the U.S. during the Grammy Awards presentation. Since then, an impressive number of people have already seen it on YouTube and now the campaign is rolling out globally.

Enjoy the film and the two behind the scene features, or see other acts of kindness and to share your own acts of kindness, visit www.absolutkindness.com

Behing the scenes (one):

Behind the scenes (two):

Grammys: Celebrating the music that makes us

admin — Thu, 19 Feb 2009 09:05:24 +0000

The 51st Annual GRAMMY Awards was televised last Sunday, live from Los Angeles. Aside from releasing beautiful print, TV, OOH and interactive communication, they were able to get millions in free press simply by including the press in the idea. But before we get to that, the idea: the idea was about celebrating the music that makes us — that influences our lives. Specifically the lives of artists like Stevie Wonder, Radiohead’s Thom Yorke, Coldplay, Lil Wayne, Kanye West and Rihanna.

The team of TBWA\Chiat\Day in Los Angeles took the songs that inspired these artists’ lives and careers and constructed their faces from it. “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 TBWA\Chiat\Day. “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?”

The media absolutely fell in love with the idea, even before they where included in the campaign. American TV hosts from shows like ET, The Insider, Access Hollywood and CBS’s The Early Show were all given their very own portraits built from the music that inspired them. It was an inexpensive and clever way to drive impressions.

If you have any comments or suggestions please email Rob Schwartz (rob.schwartz@tbwachiat.com).

Pepsi: Will.i.am Ad in Grammys

admin — Wed, 11 Feb 2009 10:00:20 +0000

Key in the Media Arts thinking is the understanding, that media strategy is an essential part of the creative process. During the 2009 Grammy Awards Pepsi ran an ad tied to one specific moment during broadcast. As adage.com reported, the Pepsi ad with Will.i.am appeared immediately after the singer will be on screen. “Typically, you do spot and you just try to find a bunch of different places [for it to run]. That’s the tommy-gun approach.” said Rob Schwartz, executive creative director of TBWA\Chiat\Day Los Angeles in AdAge. “This is more precise, and more and more, we are looking to do deeper messages and have them in places where there’s more relevance.”

Source: www.adage.com