The first thing that catches my eye in this video is the variation of clothes worn. In a lot of videos the singers dress appropriately for the song (which Cheryl can do) but i feel more of her personality comes through on this video with what she wears. For instance at the beginning, we see a white background and a lot of background dancers wearing black so you would expect an audience to notice this more, however, with Cheryl wearing a white top which contrasts well with the dancers as they are kind of her background and then the white background is the dancers background.
Additionally, there is a mixture of animation, story telling and so on - making it abstract - though the story doesn't come along as well as in some other videos. This is due to the fact that there aren't any other people involved in the story (like can be seen in Leona's) as there isn't really a plot or a link to the lyrics, but the emotions shown on her face almost tell the story in places.
This video could be linked similarly to Beyonce's 'Single Ladies' as the whole attention is on the singer and the only other people used are dances. Moreover, there are also similarities in the colour scheme used at the beginning as Beyonce also used a black and white idea.
In contrast though, it is more interesting with the use of variety and different scenes compared to Beyonce's, the use of animation is quite clever as it is not massive like in all the 'Gorillaz' videos but a bit like in Gnarls Barkleys 'Crazy'. Different techniques such as splodges 'spilt' on the page and over the lyrics are used effectively as it makes Cheryl appear though she is on the paper and it could be to make the audience feel as though she means what she is actually singing. Also, not only does the miming synchronise with the music, there is a technique used where it is like there is a mirror placed by her lips, and therefore there is two images of her mouth moving to the lyrics, but it isn't made very prominent as it is quite a dark image used and the use of a clip of her dancing that's quite faded is also used giving a good impact together but don't stand out that much. The use of her dancing is also like a mirror effect as there are two images but of the same one.
Some choreography links in with the lyrics (such as the black and white scenario) where there are fighting movements linking in with 'we gotta fight, fight, fight, fight, fight for this love' but also when she is dressed similarly to a soldier that also relates to it. Otherwise apart from the certain words like 'crash' that they insinuate with the kind of animatic feel there isn't really much reference to the lyrics.
The moral of the song is the same as Leona's practically as you have to take a chance when it comes to love and relationships even though it is inevitable at some point or points you may be hurt but people who go through that situation are not alone, as others go through the same experiences too in part of their lives.
Furthermore, in the video there is also a good range of shots, where long-shots, mid-shots and close-ups are made use of, along with extreme close-ups to have more of an affect on the audience.
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