She’s been country, she’s done pop, she’s finished with swooning synths and she’s ditched the gothic phase: for the first song of her latest era, Taylor Swift has ODed on sugar and thrown a pastel grenade onto a film set. The result is a song, named ME!, that shoots for cute irreverence but lands at wild egotism. Taylor Swift is back and she’s gone... bubblegum?

Weeks of teasers have been leading up to this sugary explosion. Swift’s Instagram account has been awash with the new dreamy aesthetic, often featuring what we now know are elements of the ME! video. Some days ago a mural popped up in Nashville that fans had been quick to decode; the prevailing theory was that Taylor had returned to her roots and we were in for a country-crossover song reminiscent of her 2012 Grammy-winning album, RED.

But in a classic Swift bait-and-switch, such speculation couldn’t have been more wrong. Enlisting Panic! At The Disco frontman Brendon Urie, she’s concocted what might be her most pop song to date. Swift’s propensity for a hook you feel you’ve known since birth even as you hear it for the first time ensures that ME! will be in your head for the next 12 weeks, minimum.