Nickelback "Trying Not to Love You" Could Be the Best Music Video of the Year
Yep, you read that headline right. A little sensationalistic? Absolutely. An example of intentional click baiting? Totally not my intention, but I recognize it could be perceived that way. The fact is, love 'em or hate 'em, Nickelback (or at least their label and management) have put together a funny and entertaining music video, produced in the classic style of the medium, which has racked up over half-a-million views in just four days.
Even if you aren't a fan you really should watch the video for "Trying Not To Love You", starring Jason Alexander and Brooke Burns, if you haven't already.
(Since the video is up there, please press play. I'll be here when you finish.)
So, what has Nickelback accomplished here? Let's break it down.
1. An expositional opening? Check.
2. Brief use of dialogue? Check.
3. Casting a very recognizable comedic actor in the lead role? Check.
4. Attractive blonde woman in a bikini? Check. (Oh, sure. Bet all the dudes who didn't are going to watch it now, huh?)
5. Same attractive blonde turning her head in slow motion while her buttery locks are blown about by a subtle wind machine? Check.
6. Not so subtle sexual innuendo involving the blonde and latte foam? Yep, they went there.
7. Slightly cheesy special effects which include flying through space and floating on an inflatable chaise in a cup of coffee? Double check.
8. Boy meets girl, boy seemingly loses girl to guy with better hair and latte art skills but ultimately love conquers all and boy wins girl's heart with his damn fine coffee? Ok, yes the coffee storyline seems very original, but still, check (and I'll have a trenta, please)
9. A rare example of a band intentionally not appearing in their own video. Check.
10. Deviating from the norm by spending money on what many consider to be a dead medium? Check.
11. A band, its management and label partners producing a music video that is getting people to watch it and talk about it whether they like the band or not? A bold, italicized and underlined, Check.
Perhaps it's my inner child of the 80's waxing nostalgic for a time when your eyes and ears were treated to four and a half minute films, with a beginning, middle and end, often with plot, and sometimes even with dialogue and presented in heavy rotation on one TV channel. Or maybe it's because I really liked Seinfeld a decade or so later. Either way, and no matter what side of the fence you fall on in the superfluous internet diatribes about Nickelback, this is without a doubt a great example of the music video art form.
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