Britney takes a shot at another comeback. Will she succeed, I can't say. But she definitely chose to work with the right director.
Anybody who thinks that music video is a dying artform: Watch a few Jonas Akerlund videos and think again. His Beyoncé feat. Lady Gaga video "Telephone" is a masterpiece. And this Britney video rocks too. Akerlund takes it back to the great 90ies when videos where packed with awesome intros, skits, great actors and hollywoodish cinematography.
I'm not a big admirer of Mrs. Spears. There were a only a few videos I really liked, ("Toxic" was pretty cool). The new music she tries to come back with, isn't my taste either. But the visual treatment by Akerlund definitely gets the best out of it. Rich, blasting images, and there's this masterfully edited scene showing Britney kicking her own ass. Truly awesome editing. And I LOVE these .3sec cutaways where you see some disturbing weired image. Akerlund definitely has a great understanding of visual tension, he plays with cinematographical rules and breaks them at the right time. He also seems to shoot 35mm film or at least he takes out the big digital guns like RED. It think it's really sad that some bigshot directors (e.g. like Hype Williams) tend to get lazy and start shooting with DSRL Cameras. But that's another story.
The set they built is pretty spectacular, even though the idea of a million screens... well, it's nothing new. But its nicely executed. Must have cost a ton of money (I think they really built this thing), which explains the massive brand name dropping. Sony and 'Plenty of fish' must have spent a fortune. But as long the money is spent on a director like Akerlund allowing him to put the pedal to the metal, I'm cool with it.
Rating: 4/5
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