The propulsive electro-pop banger — parts vintage electroclash, parts disco-funk explosion, parts “I’m Too Sexy” by Right Said Fred — is one motherfucker of an earworm. It’s Sofi Tukker’s “Batshit”, cleaned up as “That’s It (I’m Crazy)” for the family-friendly ad play, and Halpern’s sexy-ass baritone sets the tone nicely as the track barges along in tumbling rhythms before Sophie Hawley-Weld’s euphoria explodes as the vocal chorus.
And it’s certainly not Sofi Tukker’s first rodeo with Apple, which used “Best Friend” to soundtrack a campaign around last year’s iPhone X, including the device’s keynote reveal, helping land it on Billboard’s Hot 100 and Dance Club Songs charts. And Apple first hooked up with the duo for a campaign around the 2015 Apple Watch.
Where this will take “Batshit” is anyone’s guess, but right now we’re residing in the land of “Holy shit that’s a J-A-M,” and don’t mind if we chill here for a while. Hell, we’ll be here all summer.
Watch the “Batshit” video below, as well as the Apple ad’s Twitter campaign.