— THE SOCIETY OF THE SPECTACLE

IT’S A SMASH.

OK Go, nee of the famous treadmill music video have surpassed themselves by creating (in collaboration with James Frost and Syyn Labs) a masterpiece one shot video. If you think you’ve seen it before then you’d be (sort of) right, with the classic ‘Cog’ ad from Wiedens waaay back bearing comparison. This though, is shot through with an unbridled joy and optimism. It’s also a stunning achievement, made all the more satisfying by the ending, by which the hardest soul will struggle not to raise a smile. It also has awards written all over it. Check it out. (and the NYT Op-Ed here)

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