Apr 14, 2010

This To Shall Pass

The pop-rock band OK Go created the template for viral-music-video fame in 2006 with its simple clip for the catchy "Here It Goes Again," which you may recall as "the treadmill video." In it, the members of the band dance an intricately choreographed routine on eight running treadmills. It quickly became a viral sensation, attracting one million sets of eyeballs in its first week on YouTube.

The band has spent much of the last eight months producing another visually astonishing video. "This Too Shall Pass" is a one-shot tracking of the machinations of an intricately designed "Rube Goldberg machine," an incredible perpetual-motion chain reaction full of "How'd they do that?" moments.

But look closely at the very beginning, when a bandmember tips off a row of dominoes with a toy truck. The truck has a logo on it, for insurance giant State Farm. The Illnois-based company helped fund the clip, which took many months and 60 engineers to fully execute. At the end of the video, State Farm gets a wholly transparent "Thank You" screenshot from the band.

For the rest of the story, and to be able to link to the original Treadmill video, go to DailyFinance: http://srph.it/9YWBIy