Paul McCartney and Emma Stone anti-bullying short film 'Who Cares' debuts on Apple Music

AppleInsider

Paul McCartney and Emma Stone have teamed up for a new short film based on McCartney's anti-bullying song "Who Cares," which debuted as an Apple Music exclusive on Monday.

Paul McCartney and Emma Stone in "Who Cares"

The video, features McCartney and Stone cavorting through minimalist hand-drawn black and white backgrounds. The video was directed by Brantley Guitierrez and choreographed by Ryan Heffington, the former of which has worked with McCartney many times on his tours.

The feature starts off with McCartney hypnotizing a rain-soaked Stone who falls into a trance. As the music kicks in, it moves to a surreal environment with Stone in harlequin-inspired makeup. The video is meant to be the kickoff for a new anti-bullying campaign, shared on social media with the hashtag #WhoCaresIDo.

Your first look at @PaulMcCartney's new musical short is here! Watch #WhoCares now, only on Apple Music! https://t.co/NpUNDf6us3 pic.twitter.com/bI2wMQLvFe

-- Apple Music (@AppleMusic)

December 17, 2018

Creation of the "Who Cares" short was led by Creative Visions CEO Kathy Eldon, reports Variety.

"We need a shift in consciousness to make 2019 a year of caring," Eldon said.

McCartney and Stone filmed the creative undertaking over two days in October, which was difficult to coordinate with the megastars' busy schedules and limited availability.

seanismorris

The link takes me to the Store to sign up for Apple Music.

In the end, is this just an ad? Sad.

trashman69

Tim Cook should spend less time saving the world and more time selling iPhones. 

thrang

trashman69 said:

Tim Cook should spend less time saving the world and more time selling iPhones. 

Your username seems appropriate for your level of commentary...

spamsandwich

Anti-bullying campaign? Bullies don’t care about campaigns like this. In fact, it’s unlikely a bully even views their actions as bullying. Better to teach the weaker kids self-defense or how to run and escape because sadistic, aggressive kids won’t be convinced they’re in the wrong.

thrashman

thrang said:

trashman69 said:

Tim Cook should spend less time saving the world and more time selling iPhones. 

Your username seems appropriate for your level of commentary...

Hey thrang - u shouldn’t be a bully.

razorpit

Should be titled "Who's going to see this?" Apple Music. If it's that important just stick it on YouTube. Otherwise teach your children how to punch back.

spamsandwich

razorpit said:

Should be titled "Who's going to see this?" Apple Music. If it's that important just stick it on YouTube. Otherwise teach your children how to punch back.

Yep. Kids who are aggressive toward other kids don’t respond to being lectured.

strangedays

trashman69 said:

Tim Cook should spend less time saving the world and more time selling iPhones. 

iPhone is already the single-best selling handset in history, the most successful consumer product in history, and the most profitable smartphone. It’s already achieved more success than anyone could have possibly asked for. So you’ll have to find something else to troll about, bro. 

edited December 2018

strangedays

seanismorris said:

The link takes me to the Store to sign up for Apple Music.

In the end, is this just an ad? Sad.

It’s a link to the video in Apple Music. Worked fine, here. If you don’t have Apple Music how do you expect it to play for you?