In a spot promoting the 2017 Grammys, young girls read out, line by line, the words of Taylor Swift's acceptance speech from last year's awards ceremony.
The ad, by TBWA/Chiat/Day, features girls in all walks of life, including a dancer, a violinist, a basketball player and a pianist. Some are seen struggling with their instruments or working hard with equipment to get it right as they strive for success. The message is that they're empowered inspired by Swift's words about taking credit for your own success.It ends with the words "Believe in music. Believe in you." The director was Rachel McDonald at Tool.
"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."
The Grammys ceremony takes place on Sunday, Feb. 12.