Ford's Lincoln MKS will run five spots on this Sunday's Grammy Awards show, all of them with licensed music from independent artists.
The spots are the result of a competition from the car maker's ad agency Y&R Team Detroit. Aspiring filmmakers were asked to create a music video for one independent music group from a list of ten. Bands whose music could be used included the Jazzual Suspects, Platinum Pied Pipers and Olivia Broadfield. The winning spots are being kept secret until the show.
The 10 artists were chosen by Gary Calamar, a Grammy-nominated producer and music supervisor who has put together soundtracks for shows such as HBO's "Tru Blood" and "Entourage."
"What we've learned from research is that the Lincoln MKS is attracting a new group of buyers that are tough to reach with traditional advertising. They're into technology, film and a wide array of music," said Thomais Zaremba, Lincoln Mercury communications manager, in a statement. "This opportunity is a great way to create fresh content and put Lincoln in front of a new audience."