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The Weeknd, Kendrick Lamar & More Tapped for Grammy Awards Ad Campaign


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The Recording Academy has recruited some big artists to help promote a new advertising campaign called “Witness Greatness.”

The Weeknd and Kendrick Lamar are among the famous faces tapped for the campaign, which will celebrate the significance of the what the Grammys calls “the Biggest Night in Music” through TV, print, social and outdoor ads showcasing some of the recording industry’s biggest acts and best performances. Other artists included in the campaign are Bruno Mars, Sam Smith and Lady Gaga, among others.

“‘Witness Greatness’ powerfully brings to life those transcendent moments of achievement that captivate us,” said Evan Greene, chief marketing officer of the Recording Academy. “Whether it’s on the stage at the Grammys or on the field at the Super Bowl, these are the rare moments that help define us and inspire us. This campaign celebrates these breakthrough triumphs that raise us to new and unexpected heights as the world watches.”

The 58th Annual Grammy Awards air February 15 beginning at 8 p.m. ET on CBS.

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