The video’s content certainly won’t harm those chances of mainstream popularity. There’s quite the dichotomy of emotions displayed throughout, from the natural sadness of the funeral in the opening through to the progressive happiness and energy the on-screen activities exude toward the end, and the gradual connection between the two is a smooth transition. From early on, you expect there’s a twist coming of Kendrick being in the coffin, a suspicion built on by his repeated isolation, particularly rapping alone in a dream-like, heaven-esque landscape dressed in an angelic all-white outfit, and though the occasional flashes of his fun goings-on inside the limo suggest otherwise, it’s hard to shake the feeling that the twist is coming. Eventually, the video wears you down and you begin to lose that hunch, with his humourous scenes with Mike Epps being a notable factor in that progressive approach, and the climactic, definitive ‘announcement’ at the end closes that notion entirely. It’s good to have an additional layer of story thrown on top of the audio here, and though most (myself included) would have been fine with a textbook “summer” video, this direction makes for much more compelling viewing. I’m not even going to post an iTunes link because surely, surely, we all own this by now.