Converse: Video Release For "Didn't Know What Love Was"

LONDON (November 17, 2010) - Today, Converse releases the dynamic music video to the original song 'Didn't Know What Love Was' - a genre-blending collaboration featuring outstanding British artists Bernard Sumner from Bad Lieutenant, New Order and Joy Division, Alexis and Joe from Hot Chip and Hot City.

Directed by renowned Sweden-based Video Director Andreas Nilsson (MGMT 'Flash Delirium', Miike Snow 'Rabbit', Fever Ray 'If I Had a Heart', Yeasayer 'Madder Red') the video has, as Nilsson describes it, "a dry sense of humour, combined with a rather frantic visual idea."

Nilsson continues, "The cast, besides the artists, were a bunch of different look-a-likes who are probably better called 'kind-of-likes'. One reason for this idea was that I wanted to explore with body doubles and contrasting shapes and sizes a story that felt connected to the larger theme of connectivity. Another reason was that I just found the image of a growing/shrinking Alexis very funny."

"We are excited about this visionary music video that brings to life the original track "Didn't Know What Love Was" through a journey with Bernard Sumner, Hot Chip and Hot City. As Converse continues to celebrate music, collaborating with innovative directors like Nilsson tells a deeper story that supports our on-going support of both iconic and emerging talent. The music video gives the artists the unique creative opportunity to express themselves via a globally accessible platform. The new video and original track are both available for free download and demonstrate the incredible dynamism of the UK music scene", said Geoff Cottrill, Chief Marketing Officer of Converse.

On working with the artists involved in the track Nilsson comments: "Didn't Know What Love Was' is the first video I have created for Converse's music project, a project that celebrates and supports the greatest art form since pyramid building - music. For the 'Didn't Know What Love Was' track, Converse has brought together truly amazing artists. Working with Bernard Sumner of Joy Division and New Order was like hanging out with my own personal history and Hot Chip and Hot City are both contemporary favorites that I listen to when I work in the garden and dance with my dog."

Converse's year-long campaign celebrating the incomparable British music scene has been championed by the release of the hot new track 'Didn't Know What Love Was' with remixes by Hot City, Chew Lips and Hudson Mohawk.

To support the track, Converse commissioned three short films featuring Bernard Sumner, Alexis and Joe from Hot Chip and Hot City, which are all available now, along with today's music video, for music fans globally to download at www.converse.co.uk and authorized Converse websites around the world.