Grammy Awards Ad Campaign Features Carrie Underwood

Carrie Underwood

The Recording Academy is promoting the 58th Annual Grammy Awards with the advertising campaign “Witness Greatness.” The campaign will include an array of billboards, street advertising, TV spots, and online advertisements featuring Carrie Underwood, alongside Lady Gaga, Kendrick Lamar, Bruno Mars, Sam Smith, and The Weeknd.

The TV commercial titled “Spotlight,” promoting both Super Bowl 50 and the Grammys, features memorable Grammy performances by some of the greatest performers of their generation. A second TV spot, titled “Confetti,” features Mars’ 55th Grammy Awards performance in 2013. Aligned with the overall campaign, the spots (view below) promote the idea that while viewers can’t predict exactly what’s going to happen on the Grammy stage, they will “Witness Greatness.”