In primary school in Manchester, Bernard Sumner was told by his teacher that he was wasting his time reading a book of poetry — that he would only end up working in a factory. Instead, he became a founding member of Joy Division, and then emerged as the frontman of New Order after the death of Ian Curtis.
In this collaboration with members of Hot Chip and Hot City, Sumner emerges in Chucks shadowed by a shadowy copy-cat to sing, “Didn’t Know What Love Was.” Directed by Andreas Nilsson (MGMT “Flash Delirium,” Yeasayer “Madder Red”), the video is his first for the increasingly visible Converse music campaign. “A project that celebrates and supports the greatest art form since pyramid building – music,” Nilsson states proudly.
The Swedish director added, “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.”