Famous mouths opening up — isn't that what the Grammys are all about?
Miracle Whip has just posted a teaser video on its YouTube channel (watch above) hinting at some of the gold-plated throats that will help the brand promote its sponsorship of Sunday's Grammy Awards telecast on CBS, recording a song (a title guess: "We are the Swirl"?) and using the tagline — "Keep an Open Mouth" — that the Kraft-owned brand introduced during another awards show: the 2012 Academy Awards.
Participating musicians include Scottish singer Susan Boyle, country legend Wynonna Judd (who's been tweeting about the launch—see below), former 'N Sync vocalist Lance Bass, '80's pop star Tiffany, former Guns N' Roses guitarist Gilby Clarke (who tweeted an Instagram photo of Boyle with his motorcycle; thanks, Fairacre, for the Twitter tip), and members of the Village People (who posted photos from the video shoot on Facebook), all seen in a behind-the-scenes video during the taping at Ocean Way Studios in Hollywood.
The teaser ends: "Famous Mouths Are Opening Up for Miracle Whip" and promises an "epic video" (update: watch it here) that will be "opening" on Sunday. Ahead of Sunday's debut, the campaign is being promoted on the brand's Facebook page and on Twitter with the hashtag #KAOM, an acronym for the "Keep an Open Mouth" tagline.
It isn't clear what the full video has in store but in the teaser, the celebrity performers appear to be milling around and warming up for a recording session. None are seen eating Miracle Whip for warm-ups, which probably makes sense. (They're drinking tea instead — in deference to Boyle, no doubt.)
The campaign marks a first for the Scottish songbird, as it's her first U.S. commercial endorsement. The Susan Boyle Fansite informed us via Twitter, "She's done charity promotions in UK, but no brands, & nothing in the US. So, yes, this is a big first."
Update: The Scottish chanteuse commented on the Miracle Whip song taping in a blog post to her fans today, "It was all a bit of fun and a giggle to be taking part. It was also fun to sing alongside people like Lance Bass and the Village People. I had a great time and it’s not everyday you can say you introduced an N’Sync boy to a proper pot of tea!"
Miracle Whip seems to like advertising during awards shows. In addition to sponsoring the Grammys, it also ran a tongue-in-cheek commercial during last year's Academy Awards which tied into a promotion on its Facebook page.
Its YouTube channel also reminds fans about the origins of the "Keep an Open Mouth" tagline:
A lot of people say they hate us without every trying us. And that's wrong, like saying two plus two is 17B. It's why we want you, and everyone, to keep an open mouth. Try us, then form your own opinion. And then let everyone else know. With your help, and those you tell, we can end this prejudice. There's strength in numbers, ask any historian. Let's rock this joint.
Below, Wynonna Judd's tweets about the campaign: