Taylor Swift Reveals All – Apple Music Can Kill


Distractingly Good or Evil

By David Arthur Walters

‘Distractingly Good’ 
Apple Music
Prime Time Television and Internet
Youtube TRAFFIC: 16,705,043
LIKE 125,563 DISLIKE 21,424 
May 3, 2016 10:21 AM


Taylor Swift’s role in Apple Music’s Distractingly Good commercial is that of a clueless young woman singing on a treadmill. Distracted by the music and singing along, she leaps into the air, falls flat onto her face on the rapidly moving belt, is thrown off the end of the treadmill, and winds up prone on the floor.

What immediately comes to mind? Almost everyone remembers that Dave Goldberg was found dead lying in a pool of blood beside a treadmill. He had apparently slipped and hit his head on it as evidenced by a blow to the lower back of his head.

So what? A lot of people are hurt when using treadmills, particularly when distracted by music or television, fiddling with their cell phones, or conversing with others. Here Taylor is singing, obviously distracted by her fabulous voice, and perhaps the thought of how much teens love her songs.

The public could care less about poor nobodies hurt or killed in accidents. The Goldberg accident was big news because Dave Goldberg, a technology executive, was the beloved husband of Sheryl Sandberg, and she happens to be the chief operating officer of Facebook.

The scene of the accident was the Palmasola Villas at Four Seasons in Punta Mita, Mexico, where $11,500 per night villas have their own private gym. It was over two hours before Mr. Goldberg was missed and someone came to check on him. Doctors speculated that he was subject to a kind of heart arrhythmia that may have caused him to become dizzy.

The Consumer Product Safety Commission reported that treadmills were the leading proximate cause of gym accidents in 2009, resulting in 19,000 emergency room visits. There were 24,000 injuries reported in 2014. The fault is rarely with the treadmill, but rather with the operator who is not familiar with the device or is distracted.

When I first saw the commercial on prime time television, I wondered out loud, “What is this all about? That’s the goody two shoes singer. She fell off the machine. Oh, there it is, at the very end, the Apple Music brand. What’s that?”

How insensitive or stupid this ad is, I thought. Apple must be running out of ideas. The ad demonstrates how barren a company may become as its growth flattens out at the top of its S-curve.

Well, stupid is as stupid does, and stupid sells nowadays. In fact, commercials are so stupid one hardly knows what is being advertised until the brand pops up. Brands mean everything today. People depend for their own identities on brands. It is not the clothes but the brand that makes the man. The brand sells the product no matter what it is, and it had better not last for long or the economy will collapse, so it is often insubstantial, if not ephemeral trash, garbage or junk consumed for the sake of keeping up the gross national product.

I Googled the Apple Music brand name to discover that you can get 30 million songs handpicked especially for you and streamed to you so you can become a music collector yourself! 

Maybe I am the stupid one. If I were a public relations man, a profession I seemed to have a high aptitude for when I took one of those college subject preference tests ages ago, I would make things seem right, and conclude that this is actually a great commercial with several messages. 

First of all, subscribe to Apple Music for the best popular music, and check out Taylor Swift. Get plenty of exercise, but do not be distracted from what you are doing when on a treadmill. Be sure there are other people around. Have a trainer show you how to operate the machine. Avoid using a cellphone. Stop the treadmill if you must use your phone or go get a drink of water, and so on. Wear proper shoes, and tread from heel to toe.

Think about getting an old treadmill that you will have to power naturally. You might be a lot better off in the long run.


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