Girls’ Generation is one of K-pop’s biggest acts, charming Asia and beyond with their sugary-sweet hooks and a can’t-help-but-fall-in-love-with-them image — making the ninesome, arguably, one of the biggest girl groups worldwide.
The act’s new EP “Mr.Mr.” is their most focused and mature release to date and their latest video follows suit in a glossy world where the girls prove they can still enchant more than ever even with a more grown-up image.
In the cinematic visual — that follows their YouTube Music Award-winning “I Got a Boy” from January 2013 — the gals are glamorous nurses in hot pink, blinged-out uniforms. GG spends a majority of the vid trying to revive their “Mr.Mr.” in a cotton candy-colored operating room, connecting to the song’s lyrics about wanting their man to let go of his apprehensions of their relationship.
But when they aren’t playing doctor, the nine bring their in-sync choreography to a parking lot — a bit reminiscent of the set for 2011 Japanese single, “Bad Girl” — and on a white dance set in masculine outfits. It’s notable that the group isn’t shoved into a typical music video box set like most K-pop visuals and get to try out a new setting. While “I Got a Boy” saw the girls push their dance skills to the limit amid genre and tempo shifts, GG puts further emphasis on their choreography with a dance break on the bridge where chief dancer HyoYeon gets to have the spotlight for a few moments.
It’s not long before the “Mr.Mr.” wakes up only find his nurses have left him.
“Mr.Mr.” doesn’t have any over-the-top cuteness, cat ears or crazy hair colors — though Sunny does rock an enormous ponytail at one point — it’s a cinematic clip to seemingly capture Girls’ Generation as the quickly-maturing women they are becoming. Girls’ Generation? It’s more like Women’s Generation and the group proves they can keep making fantastic visuals even by opting for sophisticated charm and toning down the sugary sweetness a notch.
Girls’ Generation’s “Mr.Mr.” EP was released February 24.