OK Go Turns 4.2 Seconds Into a Colorful Production Extravaganza -- and an Ad for Morton Salt

The musical performance artists extraordinaire of OK Go have debuted their latest mind-blowing video--a colorful spectacular that shows just how much excitement you can pack into 4.2 seconds. The clip for the band's track "One Moment" starts out by showing what happens in normal time in those few seconds-- a quick hit of explosions that at first, that at first, don't seem to amount to much. But when unspooled in slow motion, over four-plus minutes, viewers witness yet another feat of production mastery that reveals the same sort of extreme coordination and logistics we've seen in the band's previous efforts, from the brand's breakout treadmill video to more recent efforts such as the optical illusion-filled video for "The Writing's on the Wall" and a partnership with Russian airline S7, shot in zero gravity. The stretched-out film shows the band members stationed in a soundstage against various tableaux, as blasts of color in substances ranging from powdery to drippy burst onto each scene. The band's frontman and director of the video, Damian Kulash, appears first as a flip-book animation singing the tune, but then arrives in person, splashed by water balloons and debris and protecting himself with a bright yellow umbrella. Turns out, that's actually a nod to the video's patron, Morton Salt -- and Kulash, you might say, serves as a modern-day stand in for the brand's rainy day girl spokes-character. In the end, the Morton Salt Girl finally makes her appearance, pointing to a special site, MortonSalt.com/walkherwalk, which delivers the brand's call to action encouraging consumers to "step up and become a force for good," according to the company's announcement. The campaign will also feature a branded content series and out of home activations. Morton Salt, Inc. CEO Christian Hermann said in the statement , "The Morton name is synonymous with salt. But there is more to our story. Our next chapter is inspired by the unstoppable spirit of the Morton Salt Girl. She is a symbol of drive. Of endurance. Of acting regardless of obstacles. We want to embody her spirit to make a real, tangible difference in people's lives in more ways than ever before." "The song 'The One Moment' is about those moments in life when you are most alive, the moments that truly matter, the moments when everything changes. It's the perfect song for Morton's message about stepping up and making a difference," added Mr. Kulash in the statement. "We shot the video in a single moment to bring this feeling to life. We want to show that a single moment can contain so much wonder, so much beauty, and so much change. We hope it helps inspire people to use their moments wisely."

OK Go Turns 4.2 Seconds Into a Colorful Production Extravaganza -- and an Ad for Morton Salt

Featured Stories