While Justin Vernon clearly expressed his distaste for the Grammys, Bon Iver is in the running for three awards and “Holocene” is featured in one of the commercials for the 2012 Grammys. It appears that the commercial was directed to really fit Bon Iver’s style of music—a cold, wintry scene weaved with “Holocene”‘s desolate and lonely sound. According to Stereogum, this is only one of four We Are Music commercials. The others will feature Adele, Foo Fighters, and… Skillrex. Hm.

Bon Iver “We Are Music” Grammy Spot from stereogum on Vimeo.