Last time I lectured you on what makes a good video. Today, I forgot all that stuff (probably due to drinking) to bring you a video about people wearing enormous block suits while walking down an infinite hallway.

“I Love It” is not a very good song and I find its lyrical content highly objectionable. That doesn’t really concern me right now, though, because I’m convinced that the song only exists to allow this video to be made. I imagine the three artists showing up to shoot the video only to realize that they hadn’t yet made a song together.

After quickly recording the first thing that popped into their heads, they shot this masterpiece:

Like good science fiction, the video drops you into a fully formed world, not bothering to explain anything. Astute viewers are able to glean a lot from what we’re given, however.

It opens with a poofy-sleeved woman walking down a glowing hallway filled with feature-less, arm-less, and legless female mannequins.

She is followed by two block men.

I love how the woman is shot from below so she looks enormous and the men are shot from above so, especially with the over-sized clothes, they look like tiny kids.

They act like kids, too. They see the woman’s butt (kind of unavoidable since they’re following her).

One of the men has a very playful look about her butt.

I’m pretty sure that’s exactly the look my four-year-old son would have on his face if he realized that he could be looking at someone’s butt.

The woman responds imperiously.

Her hugeness is only emphasized by the additional hugeness of her poofy shirt.

The playful man, knowing he is caught in the act, responds beatifically.

The men start dancing to cover up the awkwardness of the moment.

That is the plot of the video. Obviously, there isn’t much to it, but what’s there is truly a blast. You wouldn’t think that a video consisting entirely of people walking down a hallway would have a plot at all, but they make it work. I think a big part of it is how much fine they were clearly having.

As Gandhi always said, fun makes it run.

-PTD