Review: 90-Second Preview Edit Of Girls' Generation's New Music Video "Beep Beep" Looks More Like A Cell Phone Ad [VIDEO]
By Jesse Lent | April 05, 2013 02:40 PM EDT
Girls' Generation fans can see the glass as half empty or half full.
In a marketing move that can best be described as confusing, Girls' Generation released the first 90 seconds of their new music video "Beep Beep" on YouTube Thursday.
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The video clip cuts off abruptly, halfway though the song.
"Beep Beep," particularly in its truncated form, looks more like a cellphone commercial than a music video, as the members of Girls' Generation implore their suitors: "call me up!"
And although the girls look as lovely as you would expect dancing in short shirts in front of a pink backdrop featuring a giant rotary phone, the new Girls' Generation music video lacks the innovation of the mannequin concept in "Gee" or the 50s diner-on-acid gimmick in "Dancing Queen."
Judging from the first 90-seconds of the new video that Girls' Generation's record label SM Entertainment released, director Tiffany Hwang foregoes an original narrative in "Beep Beep" for "Who Framed Roger Rabbit"-style animated smoke clouds and speech bubbles.
"Who Framed Roger Rabbit," one of the first films to feature a mix of animation and live action, celebrated the 25th anniversary of its release on Thursday.
But getting back to "Beep Beep," the overall effect of the clip, which appears to be shot completely in front of as green screen, is something closer to a Target ad than a music video.
The "Beep Beep" clip ventures into cellphone advertising territory the second Hwang employs the rather heavy-handed gimmick of flashing the English phrase "I gotta call you right now," across the screen.
Although the director attempts to pull the video out of Samsung ad territory by using retro rotary phones in the video instead of cellular phones, the tacky-on-purpose style still comes across like an attempt to sell mini skirts or a cell phone plan.
Also, the dancing lacks the snap, crackle and pop that it has had in previous Girls' Generation music videos like "The Boys." The girls seem a bit lethargic, and need some new dance steps.
Paging Justin Timberlake!
Musically, the production on the song is not bad.
The first hook of the verse resembles a beat-propelled version of Carly Rae Jepsen's runaway 2012 hit "Call Me Maybe."
The chorus is catchy and delivered with confidence. Even the lyrical idea of love being transferred through the electrical impulses of the phone lines is quite poetic for a pop song.
Girls' Generation fans will not be disappointed with the song choice, yet visually the "Beep Beep" music video is a serious step back for the band.
Remember, this is a group that brought the streets of Broadway onto a concert hall stage in the epic surrealist video "Paparazzi," a six-minute clip that would have made Michael Jackson proud.
This is the group that performed in a Stanley Kubrick-esque obelisk-based world, a la "2001: A Space Odyssey," in "The Boys."
Considering that with the green screen technology utilized in "Beep Beep," the directors could have literally put Girls' Generation anywhere, the final product, or at least the first 90 seconds of it, is unimpressive.
See the first 90-seconds of the new Girls' Generation video "Beep Beep" RIGHT HERE:
Are the graphics in Girls' Generation's "Beep Beep" reminiscent of "Who Framed Roger Rabbit"? You be the judge:
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