A music video collaboration between British rock band Coldplay and two Israeli directors has gone viral, with over 3 million views on YouTube within a day of its release.
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The video accompanied the release on Monday of Coldplay’s latest single, “Up&Up,” from the album “A Head full of Dreams,” which was released last year.
Directed by Israeli directors Vania Heymann and Gal Muggia, the video has been described as “brilliantly weird.” Among other things, if features a “volcano that pops out popcorn, a baby that flies on the wing of a plane and skydivers who jump into a bowl of pasta.”
Heymann and Muggia themselves described it as “a poignant, surrealist montage which alludes to contemporary issues.”
It features vocals from Beyoncé, legendary Gimme Shelter singer Merry Clayton and a guitar solo by Noel Gallagher.
“I think it’s one of the best videos people have made,” the band’s lead vocalist Chris Martin told Zane Lowe of the internet radio station Beats 1.
“I just saw it right now, and I was like, ‘I can’t believe that’s our video.’ If that were someone else’s video, I’d be so jealous.”
Martin added that the new song is “kind of our defining credo, about a different way of looking at things, really. They have this whole visual way of looking at things that just surprised me.”
Martin voiced his delight toward the end of the interview. It was conducted last week, during the break between the band’s Latin American tour, in April, and its summer concert dates in Europe. The focus was on the band’s latest studio album, “A Head Full of Dreams,” which was released in December, and Coldplay’s future.
Heymann, 30, is a graduate of Jerusalem’s Bezalel Academy of Arts and Design who lives in New York. He has directed ads, short viral videos, interactive videos and music videos for musicians including Asaf Avidan, Dana Ivgy, Keys N Krates, CeeLo Green and Bob Dylan.
Muggia, also 30, lives in Tel Aviv and has made clips for musicians such as Ester Rada, Adi Ulmansky and Cohen@Mushon, as well as ads and promos.