There aren’t many rules that govern the type of things we want to post about around here at Bullett, but somewhere near the top of the list is a mandatory Jessie Ware-related content stipulation. For the most part, that’s worked out great for everyone concerned. The singer rarely fails to kick us squarely in the feels zone, as in her newest offering, the video for “Tough Love.”
The video somehow feels like it’s moving both in slow motion and at a rapid pace all at once. The quick cuts between scenes — Ware at dusk, laying supine on the ground, in the laundromat, emerging from the water and so on — and the generally dimly lit vibe are unsettling, throwing the viewer off balance. It’s a sense of unbalance that she alludes to in the quietly unfolding song. “When your heart becomes a million different pieces/ That’s when you won’t be able to recognize this feeling,” she sings.