Bon Iver frontman Justin Vernon is putting his best foot forward for Red Wing Shoe Co., but it's not for a standard advertisement.
Spin magazine says the Eau Claire, Wisconsin, native appears on behalf of the Minnesota company in a new 4 1/2-minute video that spotlights his upbringing and love for his hometown.
In it, Vernon talks about things like the sacred vibe of the Midwest and the studio he built, all the while in a woodsy, down home atmosphere.
Of Eau Claire, Vernon says, "It's where I feel most peaceful."
According to Spin, the Vernon video, called "Made in the Land of Wheat and Maize," is part of a new series of stories from Red Wing Shoe Co.
Bon Iver was a breakout winner at the 2012 Grammy Awards, where the band took trophies for Best New Artist and Best Alternative Music Album.
Last week, Vernon played guitar with The Roots on an episode of "Late Night With Jimmy Fallon," the music blog Consequence of Sound says.
In addition to performing the song "Woods" on the show, Vernon and The Roots played a new version of Bon Iver's "Holocene" in a video released exclusively this week on Fallon's "Late Night" website.