f(x) has finally come back after a year of hiatus with the song Rum Pum Pum Pum, and with the number of music videos that F(x) has released, we see another twin production of editing style, color explosion, and overall aesthetic.

Am I the only one who's getting déjà vu ghost pimples every time I watched a new f(x) music video? With a few minor tweaks and the members looking stunning as per usual, nothing about this video is worth separating from the rest of the rest f(x) has come out with, and I can boldly predict right now that most will be mistaking this for Electric Shock or La Chata or Chu or Danger-- I could do this all day.

And they just looked so lethargic and uninspired, as though they knew that this was going to be no different than the rest so they should just let their new looks speak for them. Although I will give them this, they finally got it right with Luna. She is such a beautiful girl and blonde or ash blonde or whatever family of blonde wasn't doing her any favors.

What places the cherry on this manufactured and heavily generic SM music video is the fact that they released this a week before their scheduled comeback.

And they had all of these gorgeous sepia pictures with Kai from EXO... and now we're left with the same music video concept, with just different hairstyles and clothing. 

And this teaser for their comeback goes above and beyond anything commercially capitalized and produced by SM. I don't mean any disrespect on the company, obviously what they're doing is working for their other artists, but f(x) wasn't supposed to follow any of the other artists' footsteps. Remember when they released teaser photos before Electric Shock came out, with the horse masks and the eerie forest background? I thought that was fantastic. And then after a week of waiting for something that you hope will be f(x)'s "it" song, they come back dancing in a magical box, walking slow motion towards ornaments hanging around them.

And am I the only one who noticed the Krystal-to-other-members' imbalance in ratio in this video? There was even a scene in the music video where Krystal was ahead of the rest of them, and the other members were just blurred in the background. What is that? Is SM trying to show us their new favorite because they should at least have the courtesy to be more subtle about it.

The dancing wasn't as lukewarm as Electric Shock, but they have yet to put out a dance the trumps Nu ABO in my opinion. And as for the song itself, it's catchy, but it just falls under all of my expectations. I think I'd go as far as saying that this music video release and comeback is one of my disappointments for this year.

Then again, everyone can form their own opinion about it. Have you seen it yet?