The accompanying
music video, directed by
Vaughan Arnell, who had previously directed One Direction's music videos for "
Live While We're Young" and "
Little Things", was designed to showcase the group's
comedic timing. Shot by November 2012, the music video was characterised, in several MTV News interviews, as "bigger than anything we've done before" by Zayn Malik, as "a lot of hard work" by Payne, as "pure stupidity" by
Louis Tomlinson, and as "I wouldn't say [it's] comedy, it's all tongue-in-cheek" by Arnell. Premiering worldwide on
Vevo on 7 January 2013, the music video depicts the band shooting different scenes via a green screen, dressed as sailors, surfers, skiers and jailers. The video features scenes reminiscent of the films
South Pacific,
To Catch a Thief,
Jailhouse Rock and
Beach Blanket Bingo, as well as the iconic music videos of songs such as The
Beach Boys' "
Surfer Girl",
Elvis Presley's "
Blue Hawaii" and
Rammstein's "
Mein Land", among others. Despite a 34 per cent gain in weekly activity to their Vevo channel, with the clip's success and preceding teaser videos earning 38 million views during the week, One Direction held at number two on the
Billboards
Social 50 chart Rebecca Macatee of
E! Online praised its "intentionally cheesy and utterly adorable" sequences, and
MTV News's Jocelyn Vena described the clip as "conquering old Hollywood". Mikael Wood, the critic for
Los Angeles Times, commended the group for "having a genuinely great time", rather than going through the motions. ==Live performances==