The video is concept/narrative based with the concept of the video (the way that it has been reversed) being the most striking feature. The concept is not revealed to the audience until about twenty seconds into the video and up until this point the video doesn’t do much to step out of the norm.
The moment that the audience is alerted to the concept and it becomes clear that the video is in rewind the audience immediately takes interest and makes the audience sit up and pay attention.
The star image of Chris Martin is shown and there are a lot of ‘meat’ shots that show the audience what they want to see, the performer.
The video uses narrative fuzz and conveys the story well (there is no performance throughout), this is not something that is seen often with music videos and when it is it often fails to impress but with this video the effect is perfectly created and holds the audiences attention through the narrative as well as the concept.
The narrative is used well to illustrate the meaning of the lyrics with Chris Martin singing “I’m going back to the start” at the end to show that the story is coming to a close.
There is a meta narrative as well with the fact that the video is going backwards fits in with the narrative of the video well.
The camera follows Chris Martin throughout the narrative and although there are cuts there aren’t many and they are slow and reflect the pace of the song with ‘Beats’ used well.
The video had a large budget and was very complex to film, with Chris Martin learning and performing the lyrics backwards to complete the concept to such a high standard.
The concept of the video is unrivalled, performed well and has repeatability that appeals to the masses.
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