Ad of the Day: Girls Recite Taylor Swift’s 2016 Acceptance Speech in Cute Promo for the Grammys

TBWA finds some solid ad copy

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.

“Music both reflects and advances culture, so we try to do the same with our annual Grammy Award brand campaigns,”  Evan Greene, chief marketing officer for The Recording Academy, said 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.” 

Of course, Swift is a polarizing figure in the music business, and this speech in particular was notable for a couple of reasons. First, Swift delivered a speech championing women and girls, but her entire team—all of the people behind her on the stage—were men. Second, it’s hard to disassociate the speech from the gossip of the time, namely that it was a response to Kanye West’s song, “I Made That Bitch Famous,” and the ensuing consent drama between Swift and the West family.

Still, taking Swift’s words and using them to market the show is a smart move. If anything, she’s proven time and again that she’s a marketing genius.

CREDITS
CLIENT – THE RECORDING ACADEMY
Chief Marketing Officer: Evan Greene
Senior Director and Executive Producer, Marketing: Jim Cannella

AGENCY – TBWA\CHIAT\DAY
Creative Chairman: Stephen Butler
Executive Creative Director: Linda Knight
Creative Director: Jason Karley
Art Director: Stephanie Johnson
Copywriter: Paula Henzel
Director of Production: Brian O’Rourke
Executive Producer: Anh-Thu Le
Senior Producer: Kaitlin Moore
Account Director: Pamela Lloyd
Account Supervisor: Caroline Hanley
Account Supervisor: Ashley Pratt
Director of Business Affairs: Linda Daubson
Executive Business Affairs Manager: Lisa Lipman
Business Affairs Manager: Mimi Hirsch
Chief Strategic Officer: Neil Barrie
Planner: Audrey Tyau
Director of Digital Strategy: Rohit Thawani
Social Strategist: Renee Vafa
Data Strategist: Justin Karch

PRODUCTION – Tool of North America
Director: Rachel McDonald
Director of Photography: Tucker Korte
Managing Partner: Oliver Fuselier
Executive Producer: Nancy Hacohen

EDITORIAL – NO6
Editor: Lauren Brown
Assistant Editor: Josh Hayes
Executive Producer: Carr Schilling
Producer: Michelle Dorsch

VISUAL EFFECTS – NO7
Lead Flame Artist: Verdi Sevenhuysen

COLOR – Framestore
Colorist: Beau Leon
Senior Producer: Andrew McLintock

Original Music, Sound Design, and Mix by Barking Owl
Creative Director: Kelly Bayett
Composer: Houston Fry
Sound Design & Mix: Patrick Navarre
Producer: KC Dossett