Billboards and bus stop posters around Los Angeles showing the noble reasons why people sing led to an empathetic panel of judges kicking off American Idol's 13th season, sponsored by Ford and Coca-Cola.
Singing for empowerment, children, and other great reasons were "high road" messages to market the show and try to regain ratings lost to The Voice and other entertainment competitions.
Jennifer Lopez, Keith Urban, and Harry Connick, Jr., gave viewers a musical education, embraced those heading to Hollywood, and were gentle in letting others down easily.
American Idol kicked off in Boston and Austin, Texas.
Other cities on the tour are: Atlanta, Detroit, Omaha, Salt Lake City and San Francisco.
Coke has gone audio in its marketing campaign. Click on the logo via the American Idol website and visitors are taken to ahh.com complete with the Sounds of Ahh.
On a side note, Jennifer Lopez' foundation, The Lopez Family Foundation, is currently working with Children's Hospital Los Angeles on a telemedicine program that will help underserved communities around the world to be treated with state-of-the-art technology and by top doctors.