Sassy & Snazzy, but Something's Subpar...
For starters, who directed this thing? It's like someone let JJ Abrams into Kpop... I'm a sucker for lens flare, but there is such a things as excess, at a certain point, it just become distracting. The timings were all beautiful but it was still an awful lot of visual shifting to sort though. And the sheer number of filters made some spots look like they'd been filmed with unintentionally low quality and it was just being covered up. And some of the shots were so beautiful the number of LQ filters layered on seemed almost criminal. It was just too much, and it really doesn't accomplish anything. The styling underneath it all is lovely but there's no where near enough clarity to give it the full appreciation it deserves. Especially the black and white dance sequences. They're jarringly out of place and I would have LOVED to see all of those outfits in full and beautifully bright color. The visible choreography, in the tiny blips of choreography showcased, is largely devoted to camera pandering which is only disappointing because SNSD can do so much better. The track itself has gotten catchier the more I've listened to it, but it took a long while. The opening and the verse and the pre-chorus are all fantastic, but the sudden short slide into the chorus took a while for me to get used to. Now that I have, I do think it sounds pretty good, even abrupt as it is, but the fact that it took me a month of listening before I stopped sighing heavily at the transition is a bit indicative of a problem. Overall the track doesn't really go anywhere the vocals are smoothed together and compressed to the point of being more or less homogeneous, and there's no drop to match the build of the beginning. It's just not terribly interesting. It's a good song and a good MV, but with SNSD, I demand greatness.
Also, it's just especially tragic how the MV showcases these amazing girls because it doesn't even pull off showing the cool parts of the choreography. Camera pandering is rather unavoidable, but they should save that sort of thing for the live versions, just to ensure that there's always a great shot for subpar camera operators on music shows. The good stuff should ALL be highlighted in the MV, not covered up by off kilter art-shots that don't contribute to the MV energy.