[Video for My Chemical Romance's song "I'm Not Okay (I Promise)"]
The video is meant to resemble a trailer for a movie that takes place in a private American high school and depicts the two classic high school crowds the "jocks" and the "losers". I feel that due to the traditions and aristocracy typically associated with private schools, this setting helps to highlight the juxtaposition of the two crowds.
Dialogue is flashed on the screen throughout the video and acts almost as a guide following the story that is being told. The first phrase "If you have ever felt ______" acted as a template in which the blank at the end was filled throughout the video.
To add a visual demonstration of these emotions the video has clips, following each word, of what these feelings might stem from or look like; the video drew on the following stereotypes to attract its target audience:
ALONE (Gerard alone on the diving board, in his uniform while the swim team dives in)
REJECTED (The band/"losers" are sitting alone while the "jocks" make fun of them and throw a sandwich at one of them)
LOST (Ray is spinning in a chair in the middle of science class)
CONFUSED (Frank is wearing oven mitts and swim goggles in the science lab while performing an experiment)
ANXIOUS (Mikey is using an inhaler in a classroom with science posters and a computer behind him)
WRONG(ED) (Gerard gets punched in the face after wronged and he is shown receiving an F on a test after the word WRONG appears)
UNCLEAN (having sex in the bathroom at school)
ANGRY (Frank scares a girl, whom must be an ex, by jumping out of her locker and seems to be getting revenge for something)
ASHAMED (a large quantity of pill bottles, presumably for steroids, fall out of a "jock's" locker while everyone is walking to class)
CURIOUS (the typical "jock" type being checked out by a very ken-dollesque guy in the locker room)
USED (teachers having sex in the closet)
This video also comments on the predominately American belief that education and being cultured lessens your masculinity which in turn makes one "uncool". Those who are cultured and different, as demonstrated in the video, are physically bullied. A good example of this occurs at [2:48] when Gerard is tackled for playing croquet.
At the end of the video, a new phrase appears "BE PREPARED TO FEEL REVENGE". This was a turning point for the "losers". Following this phrase are clips of the band tackling the school's mascot and peeing in the jock's locker all over his football gear.
These acts symbolized that the "losers" were no longer going to be pushed around. As a retaliation, the "jocks" form a squad and grab their sports gear and prepare to fight the croquet-mallet-equipped "losers". The video ends by showing the "battle" that is about to ensue between these two groups.
I feel this video effectively attracted its target audience by showing extremely relatable high school experiences that their target audience has experienced to some degree.
Another important way the video summoned its target audience was thought the chosen attire. The "losers" wore red eyeshadow, black hair, "edgy" hairstyles and slightly disheveled uniforms; they are clearly individuals. Conversely, the "jocks" all have their uniforms in order, their letterman jackets and their cheerleading uniforms.