Monday, February 06, 2012

OK Go, with Chevrolet

Continuing their brand partnerships.  The car is a Chevy Sonic.

"The new music video from OK Go, made in partnership with Chevrolet. 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 and Many thanks to Chevy for believing in and supporting such an insane and ambitious project, and to Gretsch for providing the guitars."

(A brilliant example of viral branded content, but did it really need 4 months of preparation, and 4 days of shooting..?  This stuff reminds me more and more of the Laurence Olivier / Dustin Hoffman story...)

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