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.
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