“Yes We Can”: Will.i.am’s Viral Video Redefines Political Campaigning
Last month, something remarkable happened in the world of politics and pop culture. Will.i.am, a member of the Black Eyed Peas, released a music video titled “Yes We Can” in support of Democratic presidential candidate Barack Obama. The video, inspired by Obama’s New Hampshire primary speech, quickly became a viral sensation, reshaping how campaigns connect with voters and bringing a fresh sense of optimism to a divisive political landscape.
Featuring a cast of A-list celebrities and a message of unity and hope, “Yes We Can” stands out as more than just a catchy tune—it’s a cultural moment that reflects the power of collaboration, creativity, and collective action.
A Speech That Sparked a Movement
The idea for the video began with Obama’s concession speech in New Hampshire, where he responded to a loss with words that felt more like a victory rally. His refrain—“Yes we can”—resonated deeply, capturing the spirit of his campaign and inspiring millions. Will.i.am was among those moved by the speech, describing it as “art” that transcended politics.
In collaboration with filmmaker Jesse Dylan (son of Bob Dylan), Will.i.am turned the speech into a musical anthem. The video combines snippets of Obama’s speech with melodic refrains sung by an eclectic group of celebrities, including Scarlett Johansson, John Legend, Common, Kareem Abdul-Jabbar, and Herbie Hancock. Each performer brings their own unique style, echoing the inclusive ethos of Obama’s campaign.
Released on February 2, “Yes We Can” quickly took the internet by storm. It racked up millions of views on YouTube within days, a testament to the growing influence of digital media. Social networking platforms like MySpace and Facebook amplified its reach, turning the video into a communal experience shared and discussed across the country.
This viral moment feels revolutionary. Political campaigns have traditionally relied on TV ads, direct mail, and public appearances to spread their message. Will.i.am’s video bypassed those traditional channels, proving that grassroots enthusiasm, coupled with creative artistry, could resonate just as powerfully—if not more so.
While celebrity endorsements are nothing new in politics, “Yes We Can” redefined what that could look like. This wasn’t just a parade of stars telling you who to vote for—it was a collaborative effort where the message took precedence over the messengers. The video wasn’t about the celebrities themselves but about the hope and unity they represented.
Scarlett Johansson described her participation as a way to inspire young people to believe they could make a difference. “It’s not just about Obama,” she said in an interview. “It’s about the idea that we all have a role to play in shaping the future.”
“Yes We Can” is precisely what politics needs: a message of hope, delivered in a way that feels authentic and accessible. It’s a reminder that inspiration can be as important as information when it comes to mobilizing people. As Obama’s campaign continues to gain momentum, the success of “Yes We Can” highlights the potential of creative, grassroots-driven messaging in modern politics. It’s a strategy that not only reaches young voters but also encourages them to take action, whether that’s donating, volunteering, or simply showing up to vote.
Whether Obama wins the Democratic nomination or not, “Yes We Can” has already left a mark. It’s hard to imagine future campaigns ignoring the lessons learned here: that the internet is a powerful tool for political engagement, and that creativity and authenticity can cut through the noise of traditional campaign rhetoric.
In a year where many Americans are yearning for change, “Yes We Can” captures the mood of the moment. It’s a reminder that politics isn’t just about policies—it’s about people. Will.i.am’s video has turned a phrase into a movement, and for now, it seems like the country is ready to believe that, together, yes, we can.
