• by Christine Champagne , June 24, 2010

Those who say the music video is dead haven't laid their eyes upon the Serenading Unicorn, a glorious, white-maned messenger of all that is sweet who lip syncs his way through three music videos as part of a viral video campaign for Wrigley's Juicy Fruit gum dreamt up by digital agency Evolution Bureau (EVB).

EVB executive creative director Stephen Goldblatt directed the music videos for classic Michael Bolton, Boyz II Men and Culture Club love songs from the 1980s, relying on the genius of Jim Henson's Creature Shop and master puppeteer Allan Trautman to bring the Serenading Unicorn to life, and turning to Partizan for production support, with production designer Bradley Thordarson creating intricate, handmade sets - this man understands the art of paper maché and the myriad uses of tissue paper like no other - on which the flirty unicorn romps.

While most of us wouldn't be able to watch an entire Michael Bolton video without throwing up, the Serenading Unicorn changes that, belting out Bolton's "How Am I Supposed To Live Without You?" with just the right amount of emotion and tenderness. When the puppet closes his dreamy blue eyes, he conveys his emotions in a way Bolton never could.

The mythical creature turns soulful and introspective as he croons Boyz II Men's "On Bended Knee," and he kicks up his hooves on the beach when it comes time to sing the Culture Club ditty "Do You Really Want To Hurt Me?" No, we don't want to hurt you, Serenading Unicorn. We want to celebrate your existence and encourage Juicy Fruit to find more ways to feature you in its advertising - we can only assume that your handlers are lobbying for you to appear on Late Show with David Letterman or, at the very least, duet with the dinosaur in Denny's Late Night spots. They are, right?

Meanwhile, we must also credit you, wondrous Serenading Unicorn, with achieving the impossible - making unicorns cool. Now, that's an accomplishment.