Creativity

A Gospel Choir Performs With Anderson Paak in Latest Grammys Spot

Uplifting Ad Continues 'Believe in Music' Promotional Campaign

By Alexandra Jardine. Published on Feb 08, 2017

Editor's Pick

Singer, drummer and two-time Grammy nominee Anderson Paak performs with a choir of gospel singers in the latest spot in the "Believe in Music" campaign for this year's Grammy's.

The uplifting ad, directed by Natalie Rae at Sanctuary Content for TBWA/Chiat/Day, shows Paak, who began his music career as a drummer in a gospel choir, return to church to perform a rendition of his hit "Come Down". Although the performance starts with the choir in traditional gospel style, eventually the entire congregation gets up and dances, while Paak himself, with his drumkit, is revealed at the back of the choir.

Gospel Music Director and Paak's family friend J'rese Mitchell collaborated with Paak to create the gospel arrangement for the song, and the cast features friends and family from his hometown of Oxnard. His sister Camille and six year-old son Soul also make cameo appearances.

Paak will perform at this year's Grammys with A Tribe Called Quest on Sunday night.

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About

Credits

Date
Feb 08, 2017
Agency:
TBWA/Chiat/Day Los Angeles
Client:
The Grammys
Production Company:
Sanctuary
Director:
Natalie Rae
Executive Producer:
Preston Lee
Head of Production:
Adam Litt
Director of Photography:
Andy Catarisano

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