Paul McCartney announced the release of a new video for the song “Appreciate” from his album, NEW, released May 16, co-starring a robot named Newman. Actually, the promotion began Thursday as pictures of McCartney's arrival in Japan featured Newman greeting him at the airport.
The video, which was done in cooperation with Microsoft according to a credit at the beginning of the video, show Newman on patrol in what's described as a museum of man. Newman is drawn to one exhibit that has McCartney sitting on a stool with his Hofner bass guitar. McCartney twitches and makes a sound on the guitar, then comes to life as the song "Appreciate" starts up.
Newman stares at McCartney through a force field that encloses him, then reaches in and pulls the former Beatle out of his exhibit. The pair move around the museum as all the other exhibits start coming to life. It's all very surrealistic.
Speaking about Newman, McCartney 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, which was directed by Andre Chocron and filmed in London, premiered exclusively in Japan this week. McCartney will be performing it to sold-out crowds in Tokyo and Osaka beginning Saturday night. According to McCartney's press office, Newman will also be joining him on this leg of the tour. Newman was designed by Mervyn Millar and Ed Dimbleby for Significant Object Ltd.
In anticipation of this weekend's first Japanese concerts, McCartney's Twitter account posted Friday that a new “For Whom the Bell Tolls” blog that discusses the Latin American Out There! concerts has been posted by Stuart Bell.