Bon Iver Grammy Commercial

The 54th annual Grammy Awards will be handed out at the Staples Center on 2/12, and while Bon Iver won’t be performing at the ceremony, the band is up for some of the night’s biggest awards, including Record Of The Year, Song Of The Year, and Best New Artist. That’s enough to have inspired a special commercial featuring cool, wintry animation and the sounds of “Holocene.” The spot was developed by the Recording Academy and ad partner TBWA\Chiat\Day, and is one of four “We Are Music” artist-themed tune-ins (along with Adele, Foo Fighters, and Skrillex) being rolled out before the big night. Check it out Bon Iver’s below.

Can someone ani.gif that for me? The Grammys air 2/12 on CBS at 8 PM EST.

UPDATE: And here, in two parts, is the Bon Iver profile the Grammys, Pandora, and Pepsi produced as part of a Best New Artist nominee video series:

The other profile videos can be found at pandora.com/pepsigrammyvideo.

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Comments (17)
  1. that’s really great! I’m pretty sure they should be doing great stuff with Skrillex’s dubstep and those animations

  2. what the fuck is boniver?

  3. Just some choice quotes: Didn’t Rock’n’Roll STOP? Why are the lights so bright? isn’t our talent as artists enough? Why do we try SO hard? Does a moonman [edit: grammy?] mean what it did back then? Should we feel pumped when we get one? Should our mom’s cry? I am not even thinking about it that hard. I will close my eyes in 90 seconds and have total peace… But, seriously. Why are we waving around so much? Why do we NEED this shit so bad? Why don’t we just have MUSIC? DO music? soul? I don’t know. I don’t mean to criticize.

    Uhhh dude. You owe MTV an apology if you’re going to shill for the Grammys. I mean…its a beautiful spot and all, but serious…you can’t talk that much shit about the MTV awards and then turn around and support the grammys. Same damn thing. We’re still boos, but don’t be a terrible hypocrite. At least the MTV awards are a little self aware.

    • “I will close my eyes in 90 seconds and have total peace” does bro mean in the B-room?

    • In all fairness, I think he basically says all of this about the Grammys (granted, in a more coherent and TV-friendly way) in one of the above interviews. Or at least it seems like he’s apprehensive towards accepting the award out of the belief that no one should view an award as a qualifier for what “good music” is, just because it won something.

  4. This is just beautiful. Too bad it’s for my least favorite award of the season next to the KKK lifetime achievement award and the republican primary.

  5. That was not magnificent.

  6. If they’re the music, we’re all fucked.

  7. How disgusting. The Grammy’s pretending to be more meaningful than it recently has been.

  8. I like how the birds formed his body in the sky… So… Bon Iver is God now?

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