The music video does not jump straight into the song, but starts off with a narrative in which we can all relate to. The annoying supervisor (or in my case teacher,) who enjoys giving you tonnes of work to do. After JW talks to his friend he decides to confront the supervisor about this in which he decides to abandon his work and Palance.
The usage of the narrative helps to set up the song, thus helping to give the viewer more understanding of the meaning behind the song. The usage the antagonist (JW) who just wants to have fun is reflective of what a lot of people were feeling after the harsh recession that had just ended prior to the songs release. By setting up the song like this the viewer already feels a connection to the singer thus, representing the artist as normal and just like any other guy. This technique is used by a lot of urban grime artists who want their listeners to relate to them thus enabling more sales.
The song then starts with the whole office erupting into a wild party. Confetti is seen to be falling from the ceiling helping to add to party scene. This gives a community feel as all the office has come together to party. Thus he has represented himself as the community man who is doing the song to help people enjoy themselves, all the way through enabling the viewer to empathise with him.
As they dance around the office more and more people abandon their work giving in to the temptation of the sweet soca music. Through the beginning of the song creatively they have used one shot which follows the Congo line around the office although the format seemed slightly tired by 2.00 minutes which is when the video takes a quirky turn. To keep the viewer interested there is the rather random appearance of a life size blue Elmo! Dancing with one of the office workers it kept me watching to see what would appear next in the video, barney? At the moment when I thought that I had seen it all there was more, a bouncy castle has appeared within the office!
The music video then takes the palancing nationwide showing gorillas in the jungle having fun aswell as JW and blaze performing the song in front of the crowd. This helps to still maintain their star image whilst being normal enough for the viewer to empathise with them.
Although during this they break up the performance with the two palancing together in front of a their lyrics which appear behind them in bright carnival colours. I felt that this was slightly out of place simply because it did not fit in with the entire theme of Palancing.
At the end of the music video we see JW back inside the office as he starts to palance only to find that what had just happened was only a vision. When he sits back down on his desk he is confused by his work college being replaced by Elmo next to him.
Nevertheless the video as a whole was a great success in my eyes. I like this video because of the inclusion of quirky twists and the fact that it was set in a familiar setting. With a entertaining narrative adding to the song, I found myself wanting to palance too.
