Depending on your age and/or gender, the phrase “3D concert movie” will either please or seriously, seriously depress you.

Obviously it pleases more of us than it depresses, because One Direction are about to follow the likes of Katy Perry, Justin Bieber and the entire cast of Glee when they release “This Is Us” on August 29th.

To promote the film the lads have released a new song they’ve bravely titled “Best Song Ever”. But while the song is standard boy band fare the video really is something we’ve never come across before.

In the video the boys dress up (convincingly, we must add) as a pair of movie executives, a marketing manager, a dancing instructor, and strangest of all, a very attractive female receptionist (it's Zayn).  Niall, Harry and the rest also appear as themselves.

It’s oddly mesmerising.