25 February 2013

25 February 2013 - Yael Naim - New Soul

A simple song, or so it seems.  Really, it's a densely layered song with horns, guitar, piano, and drums, with ten seconds of striking silence (at the 2:14 mark). Yael Naim had never had a big hit in the US, and she hasn't had one so big since. And, even though it's a dense and complex song, it's sung sweetly, earnestly, and simply by the artist.

The video, in which she moves into an apartment, only to push on the walls and find that her apartment is in the middle of a lake on a raft, is kind of fun and sweet, too.

A lot of people think that this ad made the song a big hit. Actually, the song had already peaked on the US pop charts - it peaked in the Top 10 and fell very very quickly - when this ad came out. The song had a 2nd life from this ad, racing back up the pop charts.  MTV's heavy rotation, however, is what made this song a hit, not Apple.

Enjoy the ad anyway.

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