The video, created by "The Runaways" director Floria Sigismondi, who has crafted several notable music videos for the likes of Dead Weather, the Cure, Christina Aguilera, Sigur Rós and many others, is getting so much attention because it marks a departure in style for Perry, who's usually frolicking with bananas or rolling her eyes like a screwball comedy actress or otherwise engaging in something raunchily campy. At first glance, Sigismondi's video might seem a step away from all of that, but it still aligns with Perry's style. The difference is that the campiness is to be found in many of the visuals and not in Perry's facial expressions or her acting. She even seems, gasp, kind of serious.
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