At the beginning of the video, Swift navigates to a collection of songs under the "Jukebox Hits: 00s Alternative Rock" playlist and chooses Jimmy Eat World's song "The Middle" as her background music. She mentions that she "used to listen to this in middle school" and begins lip syncing the lyrics in front of a mirror.
After Swift's dance-filled jam session comes to a close, the ad ends with the tagline that Apple Music has "every song for every moment," and reminds those who have yet to sign up that the service has a three month free trial available to any new member.
Update: Apple Music head of content Larry Jackson said in an interview that the company has a steady stream of Taylor Swift advertisements in the pipeline, and compares the campaign's rollout to that of a music record.
"Our strategy is to actually roll this campaign out like we would a record," he says. "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."If the same rhythm is kept, fans can expect a new ad in two week's time, but it is unclear how many will be created.