A regular, middle-aged couple end up mixing with with models and fashionistas on the sort of luxury holiday you only see in a Calvin Harris promo, in the latest Ed Sheeran vid.Andy McLeod gently skewers the emphasis on youth, beauty and luxury in music videos - a good foil for the sentiment of Ed's Beautiful People. The sensible couple try their best to enjoy the opulent lifestyle they have been randomly dropped into, slightly bemused by the boisterous, wasteful behaviour of the young people around them. But after exhausting stints on a yacht, a stretched limo and private jet, they decide to pack it in and get back on the omnibus for a bit of peace and quiet.The video features a handful of comped-in, blink-and-you’ll-miss-it cameos from Ed Sheeran. The self-effacing singer has always taken a backseat in his own promos, often relying on a stand-in or avatar. More recently, this decision is paying off in a series of increasingly high-concept narrative pieces.
Ned Botwood - 2nd July 2019