Charlie Sarsfield goes for full-on uproarous fun in his latest video for Yungblud - a knowing homage to the golden era of Britpop videos and an iconic 80s TV ad.

The video for Lovesick Lullaby unfolds like a cinematic ride through Yungblud’s version of Nineties London, full of energy, character, and tongue-in-cheek charm. It's entirely befitting a pop-rock anthem reflecting the big tunes and swagger of the era, particularly emanaing from those famous Gallagher brothers.  

The video also pays homage to an earlier era of advertising excess and, in particular, the famous Maxell Tapes ad featuring Peter Murphy of goth band Bauhaus. Then its off to the pub as the video blends real locations with set-trickery - including a custom rig to slide a pint across the length of a bar.

It's also a brilliant vehicle for the unhinged showboatery of Yungblud. It's as free, unabashed and off-the-wall as the man itself. It's the latest in a series of videos by Sarsfield for the livewire pop-rocker, and pulling more into a classic pop video world is definitely a smart move here.   

“Lovesick Lullaby is meant to be fun, and that's all we wanted it to be - a throwback to when music videos were fun and playful, exciting and vibrant,” comments Sarsfield.

“The focus wasn’t on how many likes it’d get on Instagram, but more offering a fun, three-minute getaway for the viewer. Matched with slick camera work from Courtney Bennett, ambitious ideas, and a great performer in Dom, this video goes down as one of my favourites I’ve ever been involved in.”