Taylor Swift’s Midnights was released on Oct. 21, and Capital One wasted no time using the star and hit song “Anti-Hero” in its TV advertising. The brand’s “Multiple Taylors” spot burst onto the scene on Nov. 1, and in the time since, it’s the second-most-seen credit card ad on TV, according to iSpot.

Banking on “Anti-Hero’s” long tail popularity appears to be paying off for Capital One as well for the brand to build affinity with Swift’s rabid fan base (and others as well). Data from Songtradr shows the song is still No. 15 in the U.S. on Spotify over 17 weeks after its release. And the continued play for the single surely sparks thoughts of Capital One as well.

The brand’s music selection approach was a strategic one here. While Capital One certainly paid a premium to both have Swift appear and license “Anti-Hero,” there are few artists that are as sure of a bet to stay relevant over the course of an extended ad campaign. Songtradr data shows the song has been above the 90th percentile by Spotify popularity nearly every day since its release, and that consistency won’t let up until another Swift song makes the rounds as one of the platform’s top singles again.