Four days ago,
singer Taylor Swift uploaded a hilarious video to her Instagram account
that captures her working out to Drake’s number Jumpman
, only to end up face flat on the floor several seconds later.
the launch of this promotional clip for Apple Music
, it was reported
that iTunes sales of Drake’s song rose 431 percent globally, while the number of plays for Apple Music’s curated playlist ‘#gymflow’, which was featured inside the commercial, grew by 325 percent.
who is represented by Believe Media
, directed the ad while Black Hand Cinema
was responsible for its production.
“We wanted to capture that feeling that music accompanies every element of your life, and the [Apple Music] service is the backbone of that concept. When you match that with Taylor’s stance of dancing like nobody’s watching, I think it was a very effortless flow.”
It’s easy to see
why Apple Music would be keen to partner with the singer, as declared by the brand’s head of content Larry Jackson:
“To really get
an idea that was simple, informative and funny with hooks is really like writing a song. [Taylor Swift’s] got 73 million followers on Instagram, that’s bigger than NBC, CBS and Fox and the viewership of prime time combined.”
Jackson was keen
to preserve the idea behind the ad and decided against involving an agency. He clarifies that his focus was more on working with partners who could produce content quickly.
Advertisement“It seemed to be very important that the idea of being protected and not be put in front of the jury—if you want to call it—where you get that agency vibe and you get 40 people tearing apart someone’s creative idea. I just kept the process private.”
is just the start of a larger Apple Music campaign, with Swift scheduled to appear in another two upcoming spots over the next few weeks.
the comical video below. You might also be keen to check out the works by this artist who amusingly reimagines celebrities
such as Drake, Taylor Swift and more on sandwiches.
, video via Taylor Swift