New viral video from Ok Go

Recently the bad reached to the fame thanks to their last video “Here It Goes Again” or best known as the Treadmill Video. Now they heading again to be an Internet success with the video of their last song: “This too shall pass”.

The video shows an incredible and elaborate four-minute one shot sequence of the song being played in time to the actions of a giant Rube Goldberg machine built in a two-story warehouse from numerous random objects. As the song and machine operate, the members of the band are seen singing alongside. In the song big finale the members are shot at by paint guns. Parts of the machine are synchronized in time with the music

A Rube Goldberg machine is a deliberately over engineered machine that performs a very simple task in a very complex chain reaction. The expression is named after American cartoonist and inventor Rube Goldberg.

The video already had over a million hits and it was created with a budget of $100,000, with 60 people and during a month and a half. The team that make the video was made with volunteers, artists and physicist of MIT.

The video was sponsored by State Farm because the record label of the group, EMI, has a policy that doesn’t allow to embed the youtube videos. The group had to move out of the label to create the video so they could do whatever they wanted with it. The option to embed the video in a web page will be on of the reasons for this song being an Internet hit.

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