Shania Twain - That Don't Impress Me Much

What this video is

Released in December 1998 as the sixth country single from Come On Over — itself the best-selling album by a female artist in history — this video arrived at the apex of Shania Twain's crossover conquest. The Mojave Desert setting functioned as a visual metaphor for Twain's irreverent, self-sufficient persona: stranded yet unbothered, rejecting each male archetype (the intellectual, the vain heartthrob, the…

Why it matters

A landmark artifact of country-pop crossover, this video helped dismantle the walls between Nashville and MTV in the late 1990s. Its dual-version release strategy — one cut for CMT country audiences, one dance-pop edit for pop stations — was a calculated commercial model that influenced how major…

The director

Scottish-born director (Glasgow) who graduated from St. Martin's School of Art, London with a BA Hons in Fine Art Film. After directing ~30 UK music videos, he relocated to Los Angeles, signing first with Ridley Scott & Associates (RSA/Black Dog Films) then…