THAT’S IT – I think I found my favorite video of 2017. Diversity. Sisterhood. Breaking the cycle.
Just a few weeks back, Dua Lipa dropped the music video for her 7th single “New Rules”, which is featured on her self-titled debut album Dua Lipa (which was also released earlier this month).
The ultra-creative video literally plays off of the lyrics of the song, and provides a shot-by-shot recreation of what it feels like to be caught up in the same old shit with a guy, only to have your girls smack some sense into you and remind you who’s really got your back.
The transitions from scene to scene are CLEEEEANN and unlike any video concept I’ve seen before. The video swiftly follows the story of repeating the same mistakes over and over when it comes to a man that’s no good for you. As the video progresses, Dua – once heartbroken and weak – becomes stronger and stronger with each chorus: first wounded, then healed by her friends, and finally a voice of reason for the next to fall victim in the cycle.
One, don’t pick up the phone
You know he’s only calling ’cause he’s drunk and alone
Two, don’t let him in
You have to kick him out again
Three, don’t be his friend
You know you’re gonna wake up in his bed in the morning
The color palette and gradients used in the styling really compliment the different women featured in the video. I am really impressed by the attention to detail and the diversity in the video. It’s almost absurd that it has to be mentioned, but it’s really refreshing to see a video cast with 9 out of 9 females that look just like real friends that I can relate to.
This video is packed full of blink-and-you’ll-miss-it moments – which is fine because I have absolutely no problem with watching this back to back to back. Not to mention the song is clearly a summer hit and I cannot stop listening to it. I feel like there’s three very distinct portions of the song that are mirrored in how the video progresses, and I was completely caught off guard by that chorus! I was covered in goosebumps for minutes – MINUTES!
This video was actually my first impression of Dua Lipa, and I’d never heard her music or seen her videos before. I was highly, HIGHLY, impressed with the tone of her voice and her album is damn near incredible. I’m hoping to have to time to review it soon, but in the meantime see for yourself the wonder that is “New Rules”.