Tonight, Taylor Swift unveiled the video for her new hit single, “We Are Never Ever Getting Back Together.” And she did so via a high profile promotional event that was at once informal and casual, yet also carefully planned (in a pre-show introduction, she was shown watching the video premiere from a perch high above Times Square).
The video preview clip that made the rounds yesterday showed Taylor and a bunch of friends in what looked like someone’s living room, smiling, dancing, and singing along to the words of her catchy new song. The full video brings that clip to life, and takes the happy, bouncy concept even further. There’s the bothersome ex-boyfriend, yes, but also rooms full of dancing hipsters–some playing guitars, others strumming autoharps, and more than a few in furry costumes. Taking more than a few cues from Michel Gondry, the video (like the song) turns a breakup into an empowerment party that oozes with cuteness.
Watch it for yourself right now on MTV.com.
The video was shot in a single take with no edits–and it involved five costume changes–from flannel pajamas and nerdy glasses to snazzy party outfits. As Swift told CMT–who (along with MTV) premiered the video–“Literally the minute we wrapped the final take, we watched it back — and we knew what the video looked like! It was surreal.”
Taylor Swift’s fourth album, Red, is due to hit stores October 22.
– Kurt Wolff, CBS Local