For someone who really isn’t all that excited about his four nominations, this spot starring the music of Justin Vernon (a.k.a. Bon Iver) sure makes for a stunning endorsement.
Back in December, Vernon told The New York Times Magazine, “We should not be gathering in a big room and looking at each other and pretending that this is important.” He later reiterated those thoughts on CBC’s Q.
Either way, with this ad the Grammys have made a fine lookin’ fruity juice out of what could’ve been some PR lemons. The ad is one of four in the awards’ “We Are Music” campaign, also featuring Foo Fighters, Adele and Skrillex, set to launch before the Feb. 12 telecast.