With the 59th Annual Grammy Awards just days away, The Recording Academy has released a one-minute film that features young girls repeating the words of the acceptance speech Taylor Swift gave last February after she won Album of the Year for “1989.”
In the spot, young performers, athletes and musicians repeat Swift’s empowering words verbatim to help motivate themselves as they work towards their own dreams. The video ends with footage of Swift’s actual Grammys speech as she tells women to remember that no one else can take credit for their success. Her speech was a thinly veiled dig at Kanye West, who was referring to Swift when he said he “made that bitch famous” in his song “Famous.”
Created by TBWA\Chiat\Day LA, the ad is part of a Grammys campaign called “Believe in Music” that aims to celebrate the different ways that music can inspire, strengthen and motivate us. Other spots in the campaign feature comedian James Corden, who is hosting the Grammys this year, as he uses music to try and make mundane situations more fun.
"Music both reflects and advances culture, so we try to do the same with our annual Grammy Award brand campaigns. I think our campaigns tap into the dominant theme of what's happening in society, and this year, The Recording Academy felt it right to highlight music's uplifting aspects," said Evan Greene, chief marketing officer of The Recording Academy, in a statement. "Although most of the spots carry the message with humor, as a father of two young girls, it was important to me to also create something that would speak specifically to them — and all women — using music's inspirational language to help them feel empowered."