Well... you kind of don't. Instead, you just make a gorgeous, iconic video that launches a string of gorgeous, iconic videos by one of the most notable photographers of the '90s. Ho-hum.
Gorgeous, no? And somehow a bit... familiar? That's because Herb Ritts launched a summer-drenched assault on MTV during the early nineties, and it was all very black-and-white-sexy. Very Calvin Klein, very Sports Illustrated Swimsuit Edition. You'll see his name popping up quite a bit this summer, because he was a master of combining sex with (shockingly!) the message of the video.
Objectively, "Cherish" is a sweet song bordering on being sentimental; it's very confident, but very child-like. Sort of a carry over from True Blue, but with some gnarly Steve Winwood noodling that pops up every once in a while. So Herb Ritts gave this song what it needed: just a little bit of an edge. A sweet little turn on the Little Mermaid, with loving shots of Madonna at her most charming and Tony Ward being Tony Ward. And that adorable, sexually-ambiguous kid! What a wonderful debut, and a video that elevated the song and its singer.