Jennifer Lopez popped her head up on planet pop again recently with her new single ‘Ain’t Your Mama’.
And while one might not be able to call it an unmitigated success at this stage (it’s failed to find the top 100 in Australia thus far), the music video, which was revealed late on Friday Australian time, shows that J-Lo is still an artist firing on all cylinders.
At a smidge over five minutes in length, it opens up as a little drama piece; Jen standing in a phone box in the pouring rain begging for answers, while wearing a piece of designer gear that’s helped finance the piece.
Finding herself inside a boardroom moments later, drinking a cup of coffee that’s helped finance the piece, J-Lo’s boffins go to work on making her more palatable to the masses with a hairdryer that’s helped finance the piece. She’s about to give a national address.
But it’s after she opens her mouth that the clip bursts to life with a series of set-ups of women from various eras (all J-Lo in costume – ’80s J-Lo is our personal favourite) who are all performing mudane roles which make them feel inferior. They’re about to rise up!
There’s an elongated shot of an alcohol brand to once again help remind us who’s helped finance the piece, shots of women rising up and shots of a social media app that’s helped finance the piece.
It all wraps with a fantastic group dance routine on the streets in the closing scenes, all brought to you by… well, you get the drift.
It’s a great clip. Shame about all the product placements.
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