Stars, they’re just like us! Or at least Hilary Duff is in her new video for the single “Sparks.” For lack of a better b-plot, Duff explains to us all how/why she joined Tinder and what happened on some of her dates.
Between those vignettes, seemingly shot on an iPhone, there are professional grade dancing and lip sync shots with very intense makeup and costumes. It’s completely bizarre. But then, so is Duff’s life–or so we gather from watching this music video.
In an unusual move for a music video, this one opens and keeps going with Duff talking. Talking to a radio DJ, talking to the press, talking to her friends and all of that talking is completely over the first verse of the song, because that’s not the important thing about this promotional clip. Telling, and then showing in real time, the story of her quest to have a “real connection” with someone via Tinder is most important. I cannot emphasize enough what a sacrilege this creative choice is in the format. I also can’t tell how much of it is completely staged.
The viewer leaves the clip wondering if joining Tinder was a head-to-toe publicity stunt for Duff.