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17 November 2021

No

by Syd Briscoe


Little Mix: “No” - 3 mins 20s

This gleefully weird promo for Little Mix's latest track 'No' combines Stepford Wives and futuristic technology in unexpected ways. The trio enter pushing their fully-grown man children in oversized strollers, mugging for the camera while the, erm, babies complain. Things just get stranger from there.

Director Fred Rowson clearly had fun with this one, as the man-bots are turned from quasi-children into perfect househusbands via a settings reboot. The endless grind of laundry and cooking will be all too familiar to viewers in a post-lockdown world, so audiences will sympathise when things begin to go haywire.

Cheeky and playful in its oddness, this is eye-catching work which is bound to appeal to the former X Factor contestants' fanbase. Though they're down a member after Jesy Nelson's 2020 departure, it doesn't seem to have stymied their sense of fun at all.


Film Production: Blink Ⓟ Ⓦ
Director: Fred Rowson Ⓟ Ⓦ
Producer: Emma Wellbelove / Rosie Brear
Production M'ger: Frankie Wilcock
Executive Producer: Laura Northover
Cinematographer: Nathalie Pitters ♀ Ⓟ Ⓦ (WPA Ⓟ Ⓦ)
Production Designer: Ranya El-Refaey  ♀ Ⓟ Ⓦ (Vision Ⓟ Ⓦ)
Editor: Samuel Marr

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