Pop culture obsessives writing for the pop culture obsessed.
Pop culture obsessives writing for the pop culture obsessed.
Illustration for article titled OK Go’s newest video is actually a furniture store commercial

Alterna-pop band OK Go is continuing its strategy of being a band that is not known for its songs. Last month, the band collaborated with the Chinese furniture store Red Star Macalline—a sort of Chinese IKEA where the instructions read like they’ve been translated from English—for a new, visually stunning commercial. This may be the most memorable furniture-store commercial produced this side of Aronson’s, which, as all Chicago natives know, is home of the credit connection.


Directed by singer and guitar player Damian Kulash, the video is full of optical illusions, including the look of being shot all in one take. (Although with OK Go’s history of groundbreaking music videos, it wouldn’t be too surprising if it was shot in a single take.) The commercial utilizes a remixed version of “I Won’t Let You Down” from the band’s 2014 album Hungry Ghosts, which featured a well produced video in its own right.

OK Go has a history of viral sensations, beginning with the 2006 video for “Here It Goes Again” that featured the band performing an elaborate dance number while leaping from treadmill to treadmill. Like its predecessors, expect this commercial to be clogging up your Facebook feed in no time.

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