Do you recall that Apple Music ad showing how Taylor Swift falls from the treadmill? It wasn’t an April Fools’ joke, and since it launched, Drake’s “Jumpman” song sales have surged an amazing 431% globally on the iTunes Store, reports AdWeek.
The Swift–Apple Music recipe has turned out to be a success: Swift’s epic treadmill fall has pushed Apple Music’s curated #gymflow playlist to the #5 spot in the week’s top list.
As detailed by AdWeek, the ad has been watched more than 20 million times on Facebook and Instagram, and her tweet has generated 66,960 retweets and 119,000 likes. However, we need to add that Swift has 74.4 million followers on Twitter. The ad was produced by Black Hand Cinema and directed by Anthony Mandler.
“To really get an idea that was simple, informative and funny with hooks is really like writing a song,” Larry Jackson, Apple Music’s head of content, told Adweek. “With an artist that’s got 73 million followers on Instagram, that’s bigger than NBC, CBS and Fox and the viewership of prime time combined.”
The video is now running as a 60-second TV ad on various TV networks, and two more ads are planned to be rolled out in the coming weeks. Swift will also star in a bigger Apple Music campaign in the next few months. Jackson and Mandler declined to talk about the two upcoming ads, but Mandler said they would build on the idea that the viewer is part of Swift’s world.
“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,” said director Anthony Mandler. “When you match that with Taylor’s stance of dancing like nobody’s watching, I think it was a very effortless flow.”
It’s interesting to see how the relationship between Apple and Swift has changed over the course of a few months. First, Taylor Swift wrote an open letter to the iPhone maker, which helped Apple execs change their minds about paying artists during the first three months of Apple Music availability when the service was available for everyone for free.