The Grammy Awards and Super Bowl 50 are joining forces in a perhaps-unexpected mashup.
The events, airing just one week apart from each other in February on CBS, presented an opportunity for the music awards show to attach itself to the biggest TV event in an ad promoting both. With the tagline "witness greatness," the spot features highlights from previous Grammys and the NFL.
Created in conjunction with TBWA/Chiat/Day, the commercial will debut on CBS this weekend during the Sunday night NFL game.
"When you think about sports and music, there's always been a natural overlap and synergy," said Evan Greene, CMO, the Recording Academy. "There are certain artists that want to be athletes and certain athletes that want to be artists."
The most recent Grammy Awards hit a six-year low in viewership, averaging 25.3 million viewers, down 11% from the 2014 show. In comparison, Super Bowl XLIX set a new record, with more than 114 million tuning in, making it the most watched TV show in U.S. history.
Of course, it would be nice if some of those viewers tuned in to the awards show.
"We believe there is an inherent cross over between music fans and sports fans," Mr. Greene said. "There will be music fans that become more excited about sports and sports fans that will become more excited about music."