The Paul McCartney Project

Appreciate

Promotional film • For Paul McCartney
Timeline This film has been released in 2014
Release date:
May 16, 2014

Related song


Appreciate

Officially appears on New

Master album


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About

When I knew the title for the album would be New, I got this little vision – you know, like you get waking up in the morning – of me in front of a forest in a checked shirt, kind of lumber jack-y, just like I’m having my picture taken by a neighbor. Only right next to me, with his arm around me, was a robot, this very shiny guy. So I’m working on the idea, at the moment, of having this big guy on­stage. I like the idea that I’ve got a big mate who’s a robot.

The best reference for how the robot looks, he says, is The Iron Giant – a fa­vorite of his and Beatrice’s. To design the robot, McCartney commissioned the same firm that made the elaborate pup­pets for the stage version of War Horse. “It’s a highly speculative idea,” he says. “Why would you build a robot? Just be­cause you imagined a picture of your­self with one? But that’s what you do: You have ideas and you try to bring them to fruition. You have an idea for a song and you try to bring it through.

From RollingStone, November 7, 2013

From paulmccartney.com, May 16, 2014:

Paul McCartney teams up with Newman the robot for his NEW video ‘Appreciate’ & Japanese tour dates

Introducing Newman…

Paul McCartney has collaborated with some of the biggest names in the world. In recent years his videos have featured a stellar line up of guests including Meryl Streep, Johnny Depp, Kate Moss, Jude Law, Tom Ford, Sean Penn and Natalie Portman.

Today, Paul announced his first artistic collaboration with a robot. Newman, the robot, has teamed up with Paul for his new music video for the song ‘Appreciate’. ‘Appreciate’ is taken from Paul’s latest studio album NEW, which was launched last year.

The video sees Newman on patrol in a museum of humans. Newman is drawn to one exhibition in particular. In a dimly lit sound studio he sees Paul McCartney sitting on a stool holding his iconic Höfner bass guitar. Paul twitches making a sound on the guitar and to Newman’s astonishment he starts to come to life as the song ‘Appreciate’ starts up. Paul comes closer to Newman staring at him through a force field that encloses him. Newman reaches through the force field and pulls Paul out of his exhibition. As the two of them move around the museum all the exhibitions start coming to life too.

Speaking about Newman, Paul said: “I woke up one morning with an image in my head of me standing with a large robot. I thought it might be something that could be used for the cover of my album NEW but instead the idea turned out to be for my music video for ‘Appreciate’. Together with the people who had done the puppetry for the worldwide hit ‘War Horse’ we developed the robot who became Newman.” […]

The video was premiered exclusively in Japan this week where Paul and his band will be performing to sold-out crowds in Tokyo and Osaka. Newman will also be joining Paul on this leg of his tour.

The video was directed by Andre Chocron and filmed in London. Newman was designed by Mervyn Millar and Ed Dimbleby for Significant Object

On set photos by Mary McCartney.

Last updated on February 6, 2021


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