Taylor Swift has unveiled her latest video ad for Apple Music – and it's part of a long-term, multi-part campaign.
The video, featuring the pop star lip-syncing to Jimmy Eat World's "The Middle", has already racked up 776,000 likes on Instagram, and 30,000 on Twitter, in the three hours since it was posted. And that's just on Swift's own posts, not including those from Apple Music's accounts.
It follows on from the first video in this campaign, posted at the beginning of the month, which featured Swift singing Drake's "Jumpan" on a treadmill before falling off. There are an unspecified number of these videos yet to come, according to a Co.Create interview with Apple Music head of content Larry Jackson.
"Our strategy is to actually roll this campaign out like we would a record," said Jackson. "You release one single, it's got a certain longevity, then the next single drops. What we're doing here, to avoid it all fading out too soon, is using the same cadence as an album: spot comes out, hype dies down two week later, then out comes another spot, same thing happens, then drop the next one. So we're using the same approach with spots as we would with singles."
Interestingly, Co.Create also notes that no ad agency was involved in the campaign – it was a collaboration between Swift, who reportedly had the original idea, Jackson and video director Anthony Mandler.