The first thing you notice about the music video for Justin Bieber’s latest single, ‘Yummy’, is the colour. From Bieber himself, bedecked in the faintest of pinks Drew hoodie, with candy floss coloured hair, to the rest of his crew, who could have walked straight off the pages of a Pantone colour guide.
Food – appropriate for a song named Yummy – is plentiful, and the colours equally loudly make themselves known. Lobsters are RED; jelly is GREEN; at one point someone on his table is eating tatertots, in the most vibrant ever YELLOW. There’s a whole lot of close-up eating going on – being called out for gluttony is clearly not an issue here at all. It’s an interesting video, quite compelling, and it’s worth watching a few times in order to take in the all the characters.
Make sure you watch right through to the end, where a piece of cake vanishes, revealing a baby-faced Bieber looking up at the camera from the plate. Cute!
The video for ‘Yummy’ is directed by fellow Canadian Bardia Zeinali, who’s known for his work with the likes of Troye Sivan and Ariana Grande (Zeinali made the video for ‘In My Head’). It’s a brilliant showcase for Zeinali’s signature tongue-in cheek style, which he honed while working for Vogue.
Stream and download ‘Yummy’ here. Watch the video below: