Whilst the song is by no means exciting, this video really livens the mood of it, due to its cute, unexpected nature. The video finds us sympathising with the inanimate object of a milk carton, who goes in search of Blur’s guitarist, Graham Coxon. The video itself is a tale of child-like innocence, as the milk carton takes its steps out of the fridge, and into the big bad world.
Whilst on his journey, the milk carton sees the harsh reality of life, he falls in love, only to see her perish, he sees that ‘Big Suzy’ (who claims to make all his dreams come true) isn’t quite the angelic oracle that he anticipates, as he is greeted by a hooker at the door. The video itself is very clever, as the interaction between the Ray Harry-Hausen esque stop-motion carton and the live action is seamless, and this owes itself to Jim Henson’s genius.
The fact that the carton ‘dies’ at the end of the film demonstrates a reflection on society, that you don’t always get the rewards that you deserve for undertaking selfless acts. Through the course of the video, the viewer is drawn to care for the carton, and even the hardiest of Blur fans will feel more than just a little resentment towards Coxon for drinking, and killing the carton at the end of the video.
2 comments:
I like the fact that it's shot in widescreen, sets it up with a feature film aesthetic.
I like Blur videos because they have quite a consistant visual style which manages to mirror the music quite accurately. The slightly skewed version of the real world shown here is a perfect fit for a pop song about suburban disaffection.
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