Coldplay - The scientist, Analysis of video concept

The concept in this video is unique in its execution, the video consists of the main protagonist undoing is actions whilst simultaneously performing the song. The actions he is initially undoing seem arbitrary, however the full message of the song becomes apparent when the audience witnesses a car accident in reverse, leaving the audience at the end of the song with the protagonist and his female partner, the audience knowing their fate and unable to change it.

The concept of looking backwards is present in many music videos and will be included in our own music video, however the method within this video in which the past is seen to be the present is unique. Showing the audience the outcome without context develops an enigma; partially due to the location at the start of the text (a matres on the side of the road) but mostly because the ending will also inevitably provide context being that it is also simultaneously the beginning. This in turn captivates the audiences attention.

The video as a concept is effective in demonstrating its message, which is something along the lines of, if you were looking backwards what would you have done? the ideal response being changing the situation in the present. This message is one that has been told many times through music videos and will be repeated.

This video is entirely based around this concept and it is extremely effective because of it. The knowledge given to the audience at the end of the song (knowing the female will die and has been dead throughout the song) forces the audience to replay the video but in a perceived reverse order, which is actually the correct order, the effect being that the audience will want to watch the video again. The audiences empathise lie with the protagonist, once the outcome is know, re-watching the video is almost like bringing the woman back to life so the couple can re-live their last moments of happiness together, the video relies on a strong sense of empathy within its audience. It is apparent from this video that a strong concept can have a huge positive effect on a video