Paul McCartney explained his idea for the video and "Newman the Robot" stating, "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.