New NAMM Foundation “Just Play” Campaign Unveiled

February 8, 2013

At the close of what many are calling the most successful NAMM Show yet, the National Association of Music Merchants’ NAMM Foundation unveiled its new public service announcement campaign, “Just Play.” The spot will air this spring in a multi-media, national campaign that will include ads for television, radio, billboards, bus shelters, airports, malls and anywhere one can hear, think about or play music.

“I believe that there are two kinds of people in the world, those who play music and those who wish they did,” said Joe Lamond, president and CEO, NAMM. “This PSA is designed for the latter.”

A Gallup Poll revealed that 85 percent of Americans who do not play a musical instrument wish that they did. The television spot for the campaign, “Twinkle” opens with a child’s one-fingered version of “Twinkle, Twinkle, Little Star,” and builds as people of all ages join together, layering on different interpretations of the classic. Showcasing the accessibility of and ease with which one can learn to play music, the spot ends with a compelling imperative to just play.

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