Bruce Springsteen, ‘We Take Care of Our Own’

The video for Bruce Springsteen's new song 'We Take Care of Our Own' is likely to push fans and critics of the new song from 'Wrecking Ball' further in a direction they were already headed. Despite an attempt at a unifying message, the clip's use of blunt tools to deliver will further divide opinions on the song.

Springsteen's sincerity comes through with even more earnesty and honesty than he displays on the radio single. The singer is featured plenty -- as he should be -- and there isn't a single frame to reveal he's faking it or pandering in this video. The fault with this clip lies more in the hands of the director. Use of generic landscapes to reinforce the struggles of America take away from the artistry.

And then there are the subtitles ... They're distracting, but that they disappear when the black and white turns to color suggests there is some implied message to including them in the first place. What that message is will remain very open to interpretation. The first two-and-a-half minutes look like the best fan lyric video ever made.

The change from black-and-white to color a la 'Pleasantville' isn't nearly as pretentious as it sounds. The video only leans toward cliche here, instead of including shots of flowers blooming, lovers snuggling in Central Park and birds protecting a new generation in a nest atop a sturdy Oak tree. The more subtle treatment of the concept of hope is executed nicely.

Without the subtitles, or with comprehension of their purpose, this is an entirely different video. No one is going to win an award with 'We Take Care of Our Own' either way, but it's a nice vehicle for Springsteen's message.