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OK Go get in the middle of a chain reaction

OK Go are already the kings of the viral video thanks to their 2006 promo for “Here It Goes Again”, which put the fun into treadmills (and the concept into a subsequent Berocca ad). They’ve upped the stakes yet further with their latest, for “This Too Shall Pass”, a staggering feat of homespun engineering that calls to mind a certain Honda ad, which in turn called to mind a certain work by Swiss artists Fischli & Weiss. Ah well, no such thing as a new idea. At least it’s a good one.