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28 June 2018

Like Sugar

by Andrew MacGregor


Chaka Khan: “Like Sugar” - 4 mins

This Chaka Khan promo is stuck on repeat in the best possible way. Boasting a cast of serious movers and shakers, director Kim Gehrig turns her street dancing posse into human GIFs while funk royalty Khan gives her vocal chords an overdue workout.

Khan's refrain of "Like sugar, so sweet/Good enough to eat" may irk any nearby dentists, but one cannot argue with her and the track's ebullient groove - one anchored by warm beats and a looping, flirtatious bassline.

Gehrig's promo embraces this repetitive vibe, too. Canny editing produces a stop-start spectacle, bodies ebbing and flowing as if they've fallen into a GIF maker. If you ever find yourself caught in a temporal loop, just hope it's as much fun as this.


Commissioner: Ailsa Robertson
Film Production: Somesuch Ⓟ Ⓦ
Director: Kim Gehrig ♀ Ⓟ Ⓦ
Production M'ger: Maddy Perkins
Production Ass'nt: Liz Rufai
Executive Producer: Saskia Whinney
Cinematographer: Deepa Keshvala ♀ Ⓟ Ⓦ (Vision Ⓟ Ⓦ)
Production Designer: Francesca Di Mottola
Costume Design: Vanessa Coyle
Choreography: Olivier Casamayou
Location Manager: Kim Fenton
Post Production: Framestore Ⓟ Ⓦ
Colourist: Simon Bourne

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