They announced earlier it was midnight.

I will be awake anyway, I imagine. But I'm not even sure if midnight will be the exact time! Hopefully it is, but it wouldn't surprise me if they held off until tomorrow morning.

That's what I thought till they announced it midnight. I even enjoyed I had a day off work to take and decided to do it tomorrowso I could properly enjoy the video haha.

Ooh I didn't realise they'd actually confirmed it was gonna be midnight! Yay. <3

 

EDIT: Also, I'm really annoyed they keep removing their XF performances from YT! :drama:

So far it's a minute late and I'm offended haha!

A little style over substance but it's very happy and care-free, definitely matches the mood of the song.

AHHHH! The cinematography is bloody GORGEOUS! They all look incredible as well. I kinda would've liked a bit more of a story, but that's not really too important because they managed to deliver a great video either way. They are serious friendship goals though, right!? I know it gets said ALL the time, but they really are unique on that front! They seem to be going with the motions and just having the time of their lives together.

They all look stunning!

Love that! Simple but they all look gorgeous, like it was said above they're definitely friendship goals :wub: really works with the song!

Amazing - they look beautiful.

 

Where are the bits of the video that we had seen before though - hitchhiking, mirror, packing etc?

Stunning!

Jade is looking more and more like Tinashe with each passing video :lol: Much like how Perrie was looking more and more like Katy Perry during the 'DNA' era haha!

It's basically Hair in a different setting and with a much bigger budget, but it's great. They look amazing and it suits the song nicely. Up there with the LMLY video for me.

I like the video very feel good and it suits the song . They all look amazing but Jesy in particular looks absolutely STUNNING in this video !

Absolutely love this MV. It really showcases the strong friendship between the four of them and they all look stunning

Definitely not as good as some of their previous videos but Perrie looks stunning!

B list on Radio 1. I don't quite see why they'd not be added to A since they're number 1, have one of the fastest selling songs of the year. Bruno and Weeknd went straight to A and did nowhere near as well.

I'm gonna agree with what Liam said, style over substance is exactly what I was thinking when watching it. It's glossy and it's a nice watch, but bugger all happens in it.

Video already having an effect on UK and US iTunes (only countries I have checked so far)

Video already having an effect on UK and US iTunes (only countries I have checked so far)

 

It's not having a big effect in the UK when you compare it to the effect that SLS and Hair had, but I think that's to do with how high they are on iTunes. It'll probably stabilize them rather than massively boost them.