Without further adieu, we finally get to see all of Madonna's "Give It 2 Me" (also available here), directed by her Elle photographer Tom Munro and co-starring her Hard Candy partner-in-crime Pharrell Williams:
Unfortch, I read some comments before I watched it, so there is that annoying feeling of "I agree with them, but would have said this anyway...right?" So as not to do the same to you, my commentary is after the jump...
That said, in my opinion, this is a throwaway glamoooour video that fails to rise to the level of several of her other, similar clips from which she has taken elements.
To me, the best video that this reminds me of would be her A+ "Human Nature" piece (the stark white with engaging full-figure movement), which was 100 times better than the annoying-ish song it illustrated. Probably the worst video this reminds me of would be "Hollywood," which was just a daylong photo shoot set to music.
As such, the most successful parts of this video are the high-stylish, black-and-white, minimalist scenes that find Madonna doing what she does best—Madonna-ing.
I also like that throughout, she writhes, she preens and—my fave—she breaks out into small Martha Grahamesque hand gestures that exemplify her modern-dance history. More simply, I just think she looks cool strutting around on white—it's a unique image and vaguely arty. The humorous Pharrell bag-dragging reminds me of "Human Nature"'s tongue-in-cheek doggie moments.
The fashion montages are serviceable—this is not a "bad" video, just a mildly lazy one—but forgettable. Some of the color parts briefly remind me of her excellent "Take A Bow" bed "dance," but only briefly. Or her Bettina Rheims Details cover shoot.
A wise friend also likened the stitched-together vibe of this to "Erotica," (with the iconic puppet sequences cheapened by secondary Sex book outtakes). which I might not have seen, but can't help seeing now. I'm just guessing, but I kind of think this might have to do with the fact that a (traditionally) still photographer was involved (like "Erotica")—it's like he was playing with what video could offer (the grainy bits) and also like he couldn't resist sprinkling in some of his best unused stuff from his incredible Elle shoot.
Other random thoughts: The beret outfit looks strikingly like the one she wore for Elle (again with the Elle!) in 2006:
The beginning is ridiculously similar to "Hung Up." It feels extremely lazy, not self-referential (or self-reverential), just repetitive.
Pharrell is so cute—it would have been amazing seeing them perform this song together in the same room (I bet he tours with her) instead of the token treatment he gets here. "Pay attention, kids! I have a black man so this song isn't 'wack!'"
The ending is fantastic! I absolutely love how Madonna winds down like some '50s metal toy, or more like a puppy after a ferocious battle for the ultimate squeaky-toy—that is how the video should end, particularly if its beginning and middle had been much more about choreographed dancing.
But overall, Madonna looks absolutely, positively beautiful, glamorous, the way you'd want Madonna to look, she moves around like a teenager and the song is terrific. For those reasons alone, this video ain't half bad.









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