Analysis of 'Ambititions'

 5 things you might expect to see from this video:

- Someone chasing their dreams.
- Ambitions being shown.
- Stand alone music video without the band.
- An uplifting vibe.
- Colourful.

Expectations compared to reality.

The music video contained a very clever concept, which was if you have no ambition you will catch a disease. This was not at all what people were expecting, many were expecting an uplifting video with a happy, positive vibe. Whereas in reality the video was quite dark. The band appeared around a third of the way through when they were performing at a support group for people with the disease. This was effective as the band were not the main focus of attention yet they were still visible to the audience.