This year’s Grammys are launching with an ad campaign titled “The Recording Academy’s Music is Life is Music,” and the first clip features none-other-than rapper Eminem.
Video: Eminem’s Grammy commercial
“Music is a last chance, a last hope, a last shot. Music is turning demons into demos into multiplatinum monsters,” a voice-over says while illustrated images of Eminem’s 8 Mile trailer park are displayed at the top of the 30-second clip. “Music is battling through the haze,” the announcer continues as other aspects of Eminem’s life are showcased, like the names of his deceased friends Ronnie and Proof and then newspaper headlines of Eminem’s arrest and divorce.
Eminem is in the first of three Grammy commercials illustrated by design firm National TV, reports MTV. The spot is set to premiere on Thursday and the print portion of the campaign kicks off in two weeks.
The Grammys air Feb. 13 at 8pm ET on CBS.