October 25, 2008
With all due respect, this is the most unintentionally hilarious video of the year. The song is so fiercely un-country that it makes “Bob That Head” sound like Bob Wills, and the screen adaptation exacerbates that problem by setting the story at an upscale fashion shoot, of all places. What does it say that the same genre that once gave us “Coal Miner’s Daughter” now implores us to sympathize with a pretty upper-middle class girl who lacks the self-confidence to sex it up for the camera? I guess I’ll let you decide.
In any case, the awkward little details of this video are really too enjoyable to spoil, but suffice it to say that the concept seems utterly disconnected from the song, the direction does nothing new (note the Flattsian “dozens of golden spotlights behind the singer during the chorus” effect), and the dialogue…well, just watch it.
Altogether, the piece suggests that one of Jimmy Wayne’s greatest distinctions as an artist – his penchant for musical catharsis – may also become his greatest liability. I dug the unabashed emoism of “Do You Believe Me Now” (at least in its video incarnation), but this is just way too much drama for no good reason. Wayne has talent and passion to spare, but he needs handlers who will sit down with him and help him find the right way to channel those gifts; here, he just comes off as an indiscriminately energetic pretty boy.
Directed by Deaton Flanigen