"Boys"

31 July 2017

2 mins 48s

Think Pink

This pastel-hued video for Charli XCX sees an appropriate amount of Boys get in touch with their softer side. The promo boasts a star-studded cast, featuring the likes of Riz Ahmed, Mark Ronson, the Libertines' Carl Barat, and Stormzy, who are each framed in their own individual scene.

The film depicts the kind of masculinity appreciated by women, rather than performed for other men. These guys embrace babies, play with puppies, and pillow-fight - all without a single 'no homo' being uttered. There's also a nice subversion of traditionally masculine imagery, as we see weightlifting and boxing pinked up and softened out.

We get the impression that the ensemble cast had a ball shooting this promo - directed by Sarah McColgan and Charli XCX herself. It's subversive, fun stuff that's compellingly watchable.

UK

Promos