A recently resurfaced promotional clip for Apple Music is making fans laugh out loud all over again.
The 2016 commercial features Taylor Swift attempting to run on a treadmill while rapping along to Drake and Future’s hit “Jumpman”. The stunt, intended to show how “distractingly good” Apple’s streaming service could be, saw Swift trying physical comedy by famously falling flat on her face during the shoot, making the clip an enduring fan favorite.
The commercial initially stirred attention partly because it came on the heels of Swift’s very public criticism of streaming services in June 2015. She had spoken out against Apple, calling out the company for not paying artists during its free trial period.
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She released an open letter on her Tumblr detailing the reason behind the decision, as the streaming service decided to not pay any royalties to artists or labels during Apple Music's three-month free trial period. "Three months is a long time to go unpaid, and it is unfair to ask anyone to work for nothing...We don't ask you for free iPhones,” the Blank Space singer said at the time. “Please don't ask us to provide you with our music for no compensation."
She added: “This is not about me. Thankfully I am on my fifth album and can support myself, my band, crew, and entire management team by playing live shows. This is about the new artist or band that has just released their first single and will not be paid for its success.”
Apple eventually reversed their decision and decided to pay royalties during the trial period. This treadmill ad, released shortly after the end of her 1989 World Tour, symbolized a sort of reconciliation, showing Swift in a playful, self-aware light as she partnered with the platform.
Now that the ad has resurfaced, fans have shared their theories about why it vanished from the tech giant's social platforms. Although Apple has since removed the commercial from its YouTube channel, part of a routine effort to keep its content library fresh, the clip has recently resurfaced online, delighting fans once more. The humorous moment highlights not only Swift’s willingness to laugh at herself but also her lasting relationship with Apple. Despite the conflict in the past, she has continued to collaborate with the tech giant, releasing exclusive content for her latest album, The Life of a Showgirl, on iTunes.