Stamford, Conn. -
Paul McCartney will star in the next phase of JBL's "Hear the truth" brand campaign, according to parent company Harman International Industries.
A television spot featuring McCartney will debut Feb. 12 during the 54
Annual Grammy Awards with a print and online campaign to follow. Additionally, JBL will be a sponsor of McCartney's upcoming summer tour.
Harman did not divulge the size of the promotional budget or media plans but a spokesman said, "At the moment, we are focusing on broadcast but are looking into plans to expand into other mediums in the future
The new "Hear the truth" ad will feature McCartney and his new single, "My Valentine," from the album "Kisses on the Bottom," which was released Feb. 7. McCartney will receive a star on Hollywood's Walk of Fame on today and commemorate his new record with a live streaming performance from the famed Capitol Studios. The following day, the 14-time Grammy winner will be honored as the 2012 MusiCares Person of the Year. The award celebrates McCartney's exceptional artistic achievements and philanthropic work.
This is Harman's fifth consecutive year as a Grammy Awards sponsor with key announcements during the week leading to the 54
annual broadcast on February 12.
- Begin the North American rollout of the Harman Kardon "Beautiful Sound" campaign featuring Jennifer Lopez. The first North American ad will air during the GRAMMY Awards broadcast. Click to watch Lopez in the European version.
- Introduce a special print advertisement (pictured) depicting a composite image of a GRAMMY award made from more than 15 iconic HARMAN audio products. The ad will be published in the official GRAMMY program distributed during the show and, for the first time, available at retail outlets including Walmart stores and Barnes & Noble.
- Air a new "Hear the truth" advertisement featuring a legendary figure in rock history during the GRAMMY Awards broadcast. In September 2011, HARMAN introduced the JBL "Hear the truth" campaign with musical group Maroon 5 that emphasizes sound so listeners hear music the way artists intended.