- Pitchfork: This is your first music video. How did it come about?
- Peter Serafinowicz: It happened purely via Twitter. I'm heavily into it and Hot Chip were following me and they just asked, "Do you want to direct our next video?" I said, "Yes." And that was it. [laughs] It was only two weeks from the time they asked me to the time we shot it. Twitter has removed a lot of gatekeepers when it comes to some of the creative things I've done in the last year.
I came up with the idea after I got off a plane, so I was a bit woozy. I thought the song itself had a Eurobeat thing to it, and I just thought how Hot Chip are like the least boy-band band, ever. But if a boy band released that song, you'd be like "Huh!" but you wouldn't be like " Huh?!" [laughs] I like the idea of taking something we're all used to seeing-- like a boy band music video-- and totally destroying it.
Pero Serafinowicz no solo destruye a la boy band sino que juega con ella, como el gato hace con el ratón, antes de neutralizarla. Parece decirnos que hay una oportunidad simbólica para los marginados, pero justo en la cúspide, en el momento de adoración máxima, surge el exterminio. Como en Zardoz (1974), tras la cabeza volante, en el vórtice, se esconde la última feminista, racional y cruel.