Ad of the Week: The Grammys, Bon Iver, Chiat/MPC Creative

This week’s Ad of the Week comes is a spot shot for this year’s Grammys and was created mainly by MPC Creative. Bon Iver also picked up awards for Best New Artist and Best Alternative Music Album. The Grammys also ran ads featuring Adele and Skillrex, who also won awards on the night. Anyone notice a pattern here?

From MPC’s press release: “Bon Iver opens on a bucolic winter landscape of trees surrounding a small pond as the beats of Bon Iver’s “Holocene” quiver over the scene. As the vocals enter the song, elements of the snowy landscape begin to hauntingly fall into the air, their movement motivated by the song’s rhythms. The camera reveals that the scene is actually a finely detailed miniature world, an imagined finite landscape floating in the atmosphere of musically driven winds carrying away the particle elements as though they were flocking birds. The elements coalesce first into the three-dimensional outline of Bon Iver’s Justin Vernon, and then into the Grammy’s slogan: “WE ARE MUSIC.”

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