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'The Grammy Effect' – Lorde and Taylor Swift performances celebrated in Grammy Awards ad campaign

From Lorde's stunning vocals to Taylor Swift's headbanging, the new Grammy Awards ads celebrate the impact of some of the show's most memorable moments.

Created by TBWA\Chiat\Day LA, 'The Grammy Effect' campaign shows music fans mimicking some of the Grammys' most noteworthy recent performances, including those all-too-familiar failed attempts to match Lorde's vocal acrobatics on the karaoke machine.

"The Grammys has long been a launching pad for new sounds, new artists, new trends and new ideas,” said TBWA\Chiat\Day’s LA's chief creative officer Stephen Butler. "This campaign celebrates the fact that the Grammys is about more than making music. It’s about creating and celebrating cultural moments."

Pharrell Williams and Daft Punk will also feature in the ads, running across TV, print, social and outdoor ahead of the Grammy ceremony on 8 February.