Director: Joel Kefali

This video brings the mundane to life. Makes the mundane interesting. Has caused me to use the word mundane 5 times before lunch; I reheated some hog roast for breakfast, mundane was not the right word to describe it with the crackling in particular dismayed at his new found appendage. From the colours employed, to the setting everything is bland but why is it then, so strangely enthralling? These brothers (in arms at least) seem to be enjoying the nothingness in their lives, dominating their existence with crude confidence. With a ‘fuck the world we’ve got each other’ attitude boredom is never on the menu, I bet they don’t even have hog roast either.

Joel Kefali has nailed this, every shot creates a vibe, an atmosphere your GCSE english-language teacher feared, something they said could not work. Never has a world so plain been so powerful. Previous work briefs seem to have stifled creativity but to Mr Kefali’s credit the production values have always been on point and thus the cycle of uninspired briefs continues. Lorde obviously isn’t a stuffy corporate type, at 16 she seems to be simmering with equal parts talent and tenacity. Adolescence is an obvious focus and incredibly important to Lorde as she explained with teenage diary-like honesty. Who even uses capitals these days:

“lately i’ve been waking up at 4 or 5 a.m., turning things over in my head. so much to think about, so much to break down and process and decide. i’m only at the beginning, but it has always been important to me that everything feels cool, feels right. this song means a hell of a lot to me, and to others, and i guess what i tried to do is make something you could understand. a lot of people think teenagers live in this world like ‘skins’ every weekend or whatever, but truth is, half the time we aren’t doing anything cooler than playing with lighters, or waiting at some shitty stop. that’s why this had to be real. and i’m at that particular train station every week. those boys are my friends. callum’s wearing a sweater that used to belong to me. so it all feels right, and i can sleep. thanks for being with me all the way so far — so much to come, such great heights. i’m just getting started. enjoy xx”


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