Music video of the week

For my next music video of the week I have chosen "Drunk" by Ed Sheeran and British pop singer-song writer. One of the main reasons I really like this video is because of the fairly entropic nature of the talking cat, which you would never associate with pop music and yet the role he plays is fairly predicable of a friend trying to help someone get over a break-up. Therefore I feel the talking cat has added a new take on the traditional break-up video and also creates humour which isn't usually used for pop videos. There are also a number of technical devices I think work really well in "Drunk":

• The use of fast pans (0.58) of the camera to other shots is effective and creates an interesting transition. The technique is also an example of amplification because it intensifies the speed of the video as everything is always moving, which makes it a bit disorientating and so adds to the concept of the song "I'll get drunk again" 
• I also think the embedding of flashbacks into the narrative is effective because it shows how the girl is always on Ed's mind and he even getting drunk doesn't help him forget about her. 
• The change in lighting to an intense red (2;16), matched with the shaking camera-work amplifies the change in pace and mood of the music, again highlighting that this is an illustrative and amplifying music video.
• Another interesting technique is when the camera tracks into the photos on the wall and then it cuts to a flashback and continues to track in making it appear as though the memory is part of the photo. This is effective because it shows the connotations of the photo for Ed and that it isn't just a photo. Therefore, it creates an insight for the audience into his thoughts and creates a link between the two so the audience feels more involved.