Back in February, Lenny Kravitz asked fans to participate in his initiative with Stella Artois, “The Giving Guitar,” encouraging artists to perform his song “It Ain’t Over Till It’s Over” for a chance to be featured in the beer brand’s music video.
The final music video was released on Monday (Mar. 22), featuring the winners performing Kravitz’s 1991 hit on the same autographed guitar. That signed guitar is also officially up for auction, with proceeds going to National Independent Venue Association’s Save Our Stages, which assists independent music venues that have been affected by COVID-19.
— Stella Artois (@StellaArtois) March 22, 2021
The “Giving Guitar” initiative is part of Stella Artois’ and Kravitz’s overall Invest Your Heartbeats in the Life Artois campaign, which encourages everyone to savor time with those who matter most.
“Over the last year, many of us have found the value of investing our heartbeats and time in each other and discovered all kinds of new ways to come together safely to make memories,” said Lara Krug, VP of marketing at Stella Artois in a press release. “Well into the new year now, we want to inspire everyone to keep hedging their bets in shared moments together, so we’re taking the campaign to an exceptionally poignant platform that has long brought people together, Super Bowl LV.”
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