Simone White Depicts Doomed Bear-Human Romance in 'Never Be That Tough' Clip

A haunted folk tune from her Fol Chen-produced LP

Simone White's 'Never Be That Tough' Video
Simone White's 'Never Be That Tough' Video
Chris Martins WRITTEN BY
Chris Martins

The heartbreaking animated video for Simone White's "Never Be That Tough" is a classic tale, really: bear falls in love with woman, bear pretends he's a man, woman teaches man-bear his true nature, bear-bear eats woman. There is a wistful twist, however, to the Nancy Jean Tucker-directed clip, which well matches the mood and message of the Los Angeles singer-songwriter's lovely song.

We debuted White's R&B-tinged "What the Devil Brings" back in April, but while this latest song hails from the same underrated Silver Silver album — produced by the odd-pop auteurs in Fol Chen and released on Damon Albarn-affiliated Honest Jon's label — "Never Be Tough" is gentle and haunting, a minimal folk ditty about embracing those who would embrace you.

"At first I was struck by Simone's beautiful voice and the sweetness of the song, but the more I listened, a dark almost foreboding quality emerged," said Tucker, who's directed videos for Fol Chen as well. "I tried to express this with my animation: a cute love story between a girl and a bear that quickly falls apart and becomes a tragedy. But the girl survives, transformed by the end. As the song says, 'you could lose everything and it will still be alright.'"

Alternate title: "When Bear Met Sally."


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