I absolutely cannot stop watching OK Go's newest video: Needing/Getting.
Is it music? Is it art? Is it advertising? Is it promotional marketing (for the band, for the car)? Why, yes, it is! It is all those things.
Most importantly, though, it's a great video!
OK Go set up over 1000 instruments over two miles of desert outside Los Angeles. A Chevy Sonic was outfitted with retractable pneumatic arms designed to play the instruments, and the band recorded this version of Needing/Getting, singing as they played the instrument array with the car. The video took 4 months of preparation and 4 days of shooting and recording. There are no ringers or stand-ins; Damian took stunt driving lessons. Each piano had the lowest octaves tuned to the same note so that they'd play the right note no matter where they were struck. For more information and behind-the-scenes footage, see http://www.LetsDoThis.com and http://www.okgo.net.
There were a number of automobile commercials during the Super Bowl; I loved some (the OK Go commercial, the Fiat Abarth, the Audi vampires) and hated others (post-apocalyptic Chevy pickup trucks, Chrysler's "halftime in America").
What ones did you like, and why?
I was disappointed with the Audi commercials. I was expecting them to be in the same vein as the "Ahab" commercials at the conference championships (and youtube).ReplyDelete