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Harman International this year is continuing its relationship with the Grammy Awards. The company is planning a presence at Sunday's awards that will include the debut of new commercials as well as sponsorship of the show itself.
Harman, which is marking its fifth year as a sponsor and third year as an "official sound partner" of the Grammys, during the broadcast will show its first North American commercial in the Jennifer Lopez-starring "Beautiful Sound" campaign. The ad had launched previously in Europe.
See the ad, featuring music by Will.i.am, here:
A new "Hear the Truth" commercial, with Paul McCartney, will make its debut during the show as well.
“The Grammy Awards are a highlight of musical achievement, and our sponsorship symbolizes Harman’s commitment to helping the world’s greatest artists deliver a high-quality performance through the sophisticated software and great design expected by music industry professionals with the ease of use fans demand,” said Dinesh C. Paliwal, Harman's Chairman, President and CEO, said as part of the announcement.
Harman will also run a print advertising campaign in both the Grammys program and in such retail outlets as Barnes and Noble and Walmart. And it will sponsor the MusiCares event later this week, at which McCartney will be honored.
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