Unconditionally by Katy Perry
Katy Perry is basically perfection. And this music video is basically perfection.
Let’s ignore the cliched owl, the ‘girl on fire’ dress and the what-I’m-hoping-is-not-a-reference-to-staying-in-an-abuse-relationship burning bed, and the clip is just stunning.
Perfectly costumed and art directed, the video for Unconditionally is so visually enticing you almost don’t realise you’re basically listening to the word “unconditionally" on repeat.
The use of slow motion actually adds to the emotion of the video and fits perfectly with the song - a rare feat in that slow motion can often have a jarring and distancing effect on a viewer if not used well.
As well as stunning choreography, the clip also promotes a (somewhat limited but at least it’s in there) diverse display of different types of love. And not just hetero and homosexual; but also between mothers, children, and siblings.
The CG car crash scene is decidedly beautiful and I am delighted to, at no point, see any company logos.
But it’s truly the ending of the clip that is the best part. That which questions the entirety of it’s preceding images and the nature of the lyrics themselves. Car crashes, bodies floundering under water, beds burning, hands being torn from each other, flowers on car bonnets like a hearse. Even Katy’s soulful, hopeless glances to camera. And for those few closing seconds, we’re reminded, rather cynically, ‘unconditionally' may not be as romantic as it sounds.