We admire the stamina of anyone capable of watching a music video for two hours, let alone 24. That’s what the video for Pharrell Williams’ latest track ‘Happy’ is challenging fans to do though: billed as “the world’s first 24-hour music video”, it sees an array of models and celebrity mates (Odd Future, Magic Johnson, Jamie Foxx etc) strutting and dancing along streets to the sounds of the song, with viewers able to move back in time to watch earlier sections of the video, and share them individually to social networks as looping GIFs. According to the video’s counter, it’s been watched just over 416,000 times at the time of writing. We’ll be interested to see how many people boast of making it through the whole thing.

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