Call it “We are the Swirl.” As brandchannel broke on January 7th, Kraft’s Miracle Whip dressing brand has produced its first musical video, an “anthem” that will premiere during Sunday night’s Grammy Awards telecast, but won’t run on CBS. Instead, it’s being promoted on the brand’s social and digital channels.
The tongue-in-cheek video, above, stars Scottish songbird Susan Boyle (in her first U.S. commercial endorsement) and an unlikely crew of musicians, including Lance Bass (formerly of ‘N Sync and readying his first solo album), country star Wynonna Judd, ’80’s pop star Tiffany, former Guns N’ Roses guitarist Gilby Clarke, alt rock drummer Philip “Fish” Fisher of Fishbone, heavy metal singer Don Dokken, rap/hip-hop artist Chali 2na, and members of the Village People.
In the vein of “We are the World” and other musical pleas for understanding, the eclectic mix of performers sings “Keep an Open Mouth,” continuing on a theme that debuted during last year’s Academy Awards telecast. The sense of humor is in keeping with a brand that makes light of its claim that “a lot of people say they hate us without every (even) trying us,” as its YouTube channel notes.
As Judd tweeted, the campaign’s goal is “to set all the pre-judgers out there straight.” Addressing the “haters,” the Miracle Whip Twitter feed promoted the video (hashtag: #KAOM) with the comment, “Don’t knock it ’til you try it,” and will be live-tweeting throughout the Grammys telecast.