Video: Give Madonna All Your "Luvin'" Whether You Like it Or Not

Leah Collins, Dose.ca
February 3, 2012

Madonna in the "Material Girl" referencing video for "Give Me All Your Luvin." The boys with the cold hard cash aren't always Mr. Right. If he'll take a bullet for you while dressed like a quarterback, then maybe he's got something.

Photo by: Screen shot

"Give me all your luvin," and all your attention too, because Madonna's launch of M.D.N.A.'s lead single has blanketed TV (American Idol, the Super Bowl), radio and the interwebs this week-- and along with today's radio premiere of the Nicki Minaj and M.I.A. featuring track today, the video for "Give Me All Your Luvin'" is here, as well.

That's it posted below, and though you don't necessarily have to "L-U-V" Madonna to appreciate this campy and cartoon-colourful Megaforce-directed clip, it would certainly help. M.D.N.A., Madonna's 12th studio album, isn't touted as a greatest-hits compilation, but this lead video revisits Madge's pop iconography as though it were a very special episode of Behind the Music. She makes her entrance pushing a baby buggy (her current incarnation as a devoted Madonna with child), then later dons the white-lace drag of her "Like a Virgin" days, and at another point dodges gangster bullets like Dick Tracy's Breathless Mahoney.

But it's a tip to the 1985 video that gave Madonna her most enduring alias -- "Material Girl" -- that's the clip's cleverest motif. Instead of being carried by a dance squad of tuxedo-wearing playboys, Madonna is flanked by a football team. Like her "Material Girl" back-up dancers, Team Madonna carries her and caters to her throughout the video -- but they take their devotion one step further, helping her defy gravity (in several eye-popping sequences), and even taking the occasional bullet.

We're living in a material world, but three decades of "luv" and slavish fan devotion has its value, too.

(And yeah, maybe all the football references will remind you -- again -- that she's playing the Super Bowl show this Sunday.)

Watch "Give Me All Your Luvin'" below, and if, for some reason, you don't press play, you won't escape the track's cheerleader chanting for long. We make threats because we care. Fair warning: from Feb. 3 through Feb. 5, Clear Channel radio stations are playing the song on the top of every hour.

M.D.N.A. arrives in stores March 26.