Set against the backdrop of a dating gameshow, Now Ex plays an overenthusiastic host, surrounded by an excellent cast of judges and contestants, in Joanna Vymeris's vibrant promo for Impossible To Love. Exploring sub themes of dysfunctional relationships and our ability to throw ourselves head first into them, the promo exudes a sense of Eighties excess, with exuberant styling, questionable blusher, a glittery disco ball and plumes of fake smoke (of course). Each of the characters perfectly embodies a needy archetype, and the clash of big personalities makes this a funny, offbeat complement to the throwback track. But who will be deemed 'impossible to love', and take home the big, coveted prize?
Rob Ulitski - 9 months ago