The 'Best Song Ever' video, which premiered this week, sees Harry Styles, Niall Horan, Louis Tomlinson, Liam Payne and Zayn Malik show off their acting skills by taking an array of Hollywood characters including a record label executive, a marketing guy, choreographer and a “sexy” assistant played by Zayn.
One Direction in the 'Best Song Ever' music video (Packshot)
In support of the premiere, the lads launched a week-long campaign during which they released several teasers and it looks as though their efforts have paid off as fans have flooded video site VEVO to watch the clip on repeat, managing to break the site's record for the most watched video in one day.
Miley Cyrus took hold of the title last month following the launch of 'We Can't Stop' which was watched by 10.7 million, but One Direction have stormed in to steal her crown now incredibly clocking up more than 12.3 million views in the 24 hours following its premiere on Monday. Initial figures were reported yesterday to have been 10.9 million.
'Best Song Ever' will feature in One Direction's upcoming 3D concert movie 'This Is Us,' out on August 29, and the video's director Ben Winston says both show the boys breaking boundaries and just being the typical young lads they are.
Speaking to MTV News, Ben explained: "The film that we've made 'This Is Us' is really the boys' story, and it's not trying to make them anything they're not. And that's what's incredible about One Direction, I think, is that they are a boy band that break all the rules and always do what they want to do."
Check out the 'Best Song Ever' music video below...
One Direction Look Unrecognisable As They Become Old Men In New Video For 'Best Song Ever'
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