×
You will be redirected back to your article in seconds

Swift Take: Taylor’s Dazzling ‘ME!’ Is a Phantasmagorical Sugar Rush (Watch)

It's "Moulin Rouge" meets Peter Max at "The TAMI Show" under "The Umbrellas of Cherbourg," and it's sure a lot of fun.

Taylor Swift has been leaving Easter eggs for her fans, with clues about the title, themes, et al. of her new single. The video, as it turns out, is almost like diving into a literal basket of Easter eggs. The opening title card for “ME!” reads “directed by Dave Meyers and Taylor Swift,” but we can tell who really directed it: Peter Cottontail. He had to do something with those tens of millions of gallons of coloring left over from last Sunday.

At some point, we will be able to evaluate “ME!” strictly as a single, but for now, it’s impossible to divorce it from “ME!” the video, a phantasmagorical delight that may set some kind of new standard for how instantly a sugar rush can be induced without actually mainlining pure cane with a pink needle. The theme seems to be plaster of Paris — as in, a Parisian landscape plastered with torrents of melting pinks, blues and yellows, whether they’re flowing like overheated ice cream out of Swift’s chiffon dress or just raining down from the heavens in a bubblegum psychedelia.

“ME!” is so blissed out on color and fantasy, this almost entirely CGI-animated vision makes “Yellow Submarine” look like a dimly lit film noir by comparison. It does start off as a French film, with Swift and duet partner Brendon Urie, of Panic! at the Disco, engaged in a subtitled foreign-language spat (“And in front of our young daughters,” sniffs Swift, before the camera cuts to you-know-which kitties). There is the slightest bit of tension in the lyrics that follow — “I know that I’m a handful, baby… I know that I went psycho on the phone” — but not the slightest bit of it in the perfectly chipper music or especially in the mainlining-ebullient video, in which our quarreling lovers suddenly find themselves with nothing more grave to fight about than whether the extras’ suit jackets, ties and briefcases should be fucsia-, blush-, or rose-colored.

It’s so sweet that maybe you can’t blame any viewer who just has to beg off a minute or two into it, claiming tummy trouble. But for those of us who have the stomach for this hilarious and giddy a level of Cadbury splendor, what fun “ME!” is, with Meyers and Swift churning out delightful visual riffs faster than the musical hooks can keep up. You’d have to go back to the days of vintage Disney and Warner Bros. cartoons to find many animated moments as inventive as the one where Urie pops open the heart emblem on his shirt and we go down a succession of levels through his carved-out chest to a ’60s hootenanny where he and Swift are doing the frug in front of an audience of Ed Sullivan-style screamers.

The whole video, actually, is kind of “Moulin Rouge” meets Peter Max at “The TAMI Show,” with some coverage from “The Umbrellas of Cherbourg.” There’s a bit of meat inside all this candy, too — a message of self-affirmation and individuality amid the crushes and romantic coupling, and of standing up for oneself in the middle of the call to cave in to compromise for the sake of getting along. “I’m the only one of me / Baby, that’s the fun of me,” Swift insists to Urie, who is inclined to agree that unique flavors are what make this sweets-shop of a world go round.

But, mind you, there’s not a lot of medicine that the heaping spoonfuls of sugar are helping go down. Swift’s upcoming album will undoubtedly touch on some other major emotional food groups, too. But for now, you can imagine that they consist solely of dextrose, fructose and glucose, and that dresses really do turn into ice-cream fountains, and that dripping digital paint brushes are the cure for whatever ails continental young love.

Swift Take: Taylor's Dazzling 'ME!' Is a Phantasmagorical Sugar Rush (Watch)

More Music

  • Lady Gaga61st Annual Grammy Awards, Show,

    Lady Gaga to Perform at New York’s Apollo Theater for SiriusXM

    SiriusXM announced today that Lady Gaga will perform at Harlem’s world famous Apollo Theater for a special invitation-only concert for network subscribers and Pandora listeners on Monday, June 24. Howard Stern made the announcement today during the live broadcast of his show on SiriusXM. According to the announcement, “The special performance will celebrate SiriusXM and Pandora [...]

  • Game of Thrones Composer Ramin Djawadi

    'Game of Thrones' Composer Ramin Djawadi: 'I'm Still in Denial'

    Since the first season, Ramin Djawadi has composed the music for “Game of Thrones” and created the epic tunes, including the iconic theme song, heard over the series’ most memorable moments. With the series finished, he talked with Zane Lowe on Apple Music’s Beats 1 about his experience on the show and an upcoming 20-city [...]

  • Howard Stern acknowledges the audience at

    Is Radio's Shock Jock Era Over?

    Once a pillar of radio broadcasts, terrestrial and otherwise, the popularity of shock jocks, like Howard Stern, Opie and Anthony and Bubba the Love Sponge, has withered in recent years. With Stern expressing remorse over his previous airwave antics during the promotion of his just-released book, “Howard Stern Comes Again,” trade site Radio Ink offered [...]

  • TUPAC SHAKUR black panther collection

    ‘Defiant Ones’ Director to Helm Docuseries on Tupac, Who Assaulted Him in 1993

    Director Allen Hughes, who helmed the award-winning HBO documentary “The Defiant Ones,” has closed a deal with Tupac Shakur’s estate for a five-part docuseries for which he will have full access to all of the late rapper’s released and unreleased recordings, writings and poetry, according to an announcement from his rep. The announcement says the [...]

  • Carpool Karaoke with Celine Dion on

    James Corden Gets Celine Dion to Sing 'Baby Shark,' Sail the Vegas Seas (Watch)

    Anyone who has seen Celine Dion’s long-running Las Vegas show knows she plays the comedienne almost as much as chanteuse, with a goofball quality that came in especially handy on a Monday night edition of James Corden’s “Carpool Karaoke.” The 15-minute segment ended with Dion and Corden trading carpooling for ship-pooling and sailing around Las [...]

  • Louis Tomlinson House

    Louis Tomlinson Lists at a Loss in Los Angeles (EXCLUSIVE)

    Former One Direction-er Louis Tomlinson, now a judge on Britain’s “The X Factor,” the very same televised talent show from which he was launched into international teenaged superstardom in 2010, has put his home in a famously celeb-favored neighborhood in the foothills above Hollywood, Calif., up for sale at $6.995 million, a notable amount less [...]

  • Berry Gordy

    Motown, T.I. to Be Honored at ASCAP Rhythm & Soul Awards

    Motown Records and veteran rapper T.I. will be honored at ASCAP’s 32nd annual Rhythm & Soul Music Awards, the company has announced. The awards take place on Thursday, June 20 in Los Angeles. Motown, which was founded by Berry Gordy and is celebrating its 60th anniversary this year, will receive the ASCAP Rhythm & Soul [...]

More From Our Brands

Access exclusive content