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Say what you will about Taylor Swift’s female empowerment—the pop star’s use of feminism for profit has been the subject of much scrutiny. But the Grammys’ decision to use her speech to young women as advertising copy really works.
A new 70-second spot promoting the Feb. 12 Grammy Awards, from The Recording Academy and TBWA\Chiat\Day in Los Angeles, shows young girls reciting bits of Swift’s Record of the Year acceptance speech from last year’s show. The result is a cute spot that wants to tug at the heartstrings a bit more than it does.
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