there’s been a lot of buzz about the samsung ad when it first first aired. the first time i saw it, i thought it a pretty cunning move of samsung to use a song that snubbed materialism and use it for their newest product, the samsung galaxy note 3 which is a smartwatch.
having forgotten all about it, i randomly went through the latest youtube music videos a couple of days ago and stumbled across lorde’s newest music addition. and boy was i hooked. the more often i listened to it, the more i liked it. at work i’ve been listenting to this song over and over again in an infinity loop. so here’s my totally non-professional attempt at dissecting the whole thing. and. here. we. go:
the nameless boy is being brought to a sealed off place on a boat with a potato sack thrown over his head.
i don’t think it was intended but the “a hundred jewels between teeth” immediately put this picture in my head:
some people like to flaunt how wealthy and awesome they are by wearing conspicuous jewellery. of course it depends. in some countries if you’re poor you still try to buy some gold at the risk of running into debts, merely to show that you’re from a good and while not über-rich, at least not out of money … just to save face and marry off your offspring.
ah, there’s a lonely kid staring holes into the air…
i love these lines that acknowledge teens with puberty acne.
nameless dude gets the potato sack off his head and is being led somewhere. but where?
sometimes we like coat the truth with lies, because we like to hear that instead of the truth and it is easier to endure.
this implies the disconnect lorde wants to accentuate between new zealand and the glitzy hollywood world, with its flashing bulbs and papparazzi. as a kiwi singer she’s from a town that is stripped of all the glamour we are used to seeing on the screen. while not beautiful and rich, it has its own gritty charm.
the last line “but we sure know how to run things” is what i hear when i listed to the songs, a lot of the lyric pages online spill it as “but we sure know how to run free”. i just went with the former.
by now, we get the feeling that he is very tensed and obviously has to prove himself worthy.
the lost kids who formed their own community and can depend on each other, the “team”.
nameless boy sees other kids who seem by turns happy, sheltered and lost.
sick of being stamped as not caring of anything that is happening around you. they do care.
lorde is once again suggesting that you pick your battles. why compete for a love you won’t receive? the effort will never satisfy the desire, so the end never justifies the means. we might all fight for things that are futile in life, despite knowing better. but you can survive such situations when you have your team behind you and supporting you. [popcrush]
this again is what i extract when listening to the song. some lyrics pages say “…when i rebelled without a care” which i’d like to contradict. this is the awkward phase where you’re not a small, naive kid anymore but still too young to be considered an adult by your environment. so you are aware that certain actions do lead to consequences and think things through before doing them.
and … he’s in!