Beyoncé may have killed off Sasha Fierce, but it looks like she’s introducing a new alter ego in her latest video, “Why Don’t You Love Me,” which premiered Tuesday (May 4) via her Vimeo page.
In a nod to classic American television, the clip opens with a narrator — in an advertising-styled voice-over — introducing B, “starring as B.B. Homemaker.”
Beyoncé then does her best impersonation of Betty Draper, the embattled wife in “Mad Men,” who endured the philandering ways of her husband, Don Draper.
“Why don’t you need me,” B croons throughout, smoking cigarettes, drinking martinis and crying the mascara down her face. “When I make it so damn easy to need me.”
The ’50s-styled video finds Beyoncé suffering through a number of household chores, including cleaning the kitchen, dusting (her Grammy Awards, no less), and watering the plants, all with no sign of her man.
The video was co-directed by Melina Matsoukas (Eve, Rihanna, Ne-Yo) and Beyoncé.
“Why Don’t You Love Me” is the ninth video overall from Beyoncé’s 2008 album I Am…Sasha Fierce, following “If I Were a Boy,” “Diva” and “Sweet Dreams,” among others. It’s also her first clip since collaborating on back-to-back visuals with Lady Gaga: her own “Video Phone” and Gaga’s “Telephone.”
Earlier this year, in an interview with Allure magazine, Beyoncé surprised her fans when she proclaimed that she’d killed off her Sasha Fierce character.
“I don’t need Sasha Fierce anymore, because I’ve grown and now I’m able to merge the two,” she explained to the magazine.
It remains to be seen if B.B. Homemaker makes it past the “Why Don’t You Love Me” video.
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