One Direction

VIRAL VIDEO OF THE DAY: Hold on to your underwear—it's the video for "Best Song Ever" by Columbia's One Direction. The clip, premiering on VEVO today, finds the group not only playing themselves but also a range of alter egos, including one modeled on Tom Cruise's studio-exec character in Tropic Thunder, a female assistant and a flamboyant choreographer. (You can see who played whom here.) The movie-studio setting, of course, teases the band's upcoming feature film, This Is Us, due in theaters 8/30. The track is already #1 at iTunes; it went to radio on Friday and has already charted at Pop. The group's U.S. arena tour (now in progress) sold out more than a year in advance. (7/22p)