"'Witness Greatness' powerfully brings to life those transcendent moments of achievement that captivate us," said Evan Greene, chief marketing officer of The Recording Academy, in a statement. "Whether it’s on the stage at the Grammys or on the field at the Super Bowl, these are the rare moments that help define us and inspire us. This campaign celebrates these breakthrough triumphs that raise us to new and unexpected heights as the world watches."
This year’s campaign will leverage TV, print, social, and outdoor spaces to celebrate “greatness: what it takes to achieve it, how to maintain it, and the effect it has on everyone," explains TBWA\Chiat\Day LA creative director Jason Karley.
The second TV spot, "Confetti," dropped last week and places Mars' 55th Grammy Awards performance at front-and-center.
The 58th Annual Grammy Awards will take place Monday, Feb. 15, 2016 at Los Angeles' Staples Center, and air on CBS starting at 8 p.m. EST. The gala covers music released between Oct. 1, 2014 and Sept. 30, 2015.