The video for Matt Willis' new single, 'Crash', is really clever. It's one of those deceptive videos which starts off in a completely bare white room, and looks as if eight pence has been spent on it. However, as the video unfolds…
…you realise that in this instance it actually is just a video in a white room with a budget of eight pence.
Poor Matt. Nonetheless, the fact that we are conditioned to expect seemingly concept-free videos to suddenly reveal something amazing in the middle eight means that by the final seconds of the Matt video the viewer is filled with such a frenzied sense of expectation and such a need for release that, as it finally ends, you're buzzing with a huge amount of positive energy. This positive energy is very important, readers. Run outside and plant a tree. Phone someone and tell them you love them. Have a wank. It does not matter. Just do not waste the feeling the 'Crash' video gives you.
Thank you Matt.