Remember Jackass? And remember when everyone blamed every societal ill on Jackass? Well, there’s another thing to blame on it. Specifically blame goes to the fifth episode of the second season of Jackass where the act of milk chugging was demonstrated. This involves drinking a gallon of milk (3.87 litres) in one go. It also involves lots of multicoloured milk spew because it’s very difficult to drink that much milk without puking.
So director Joe Lonie took the art of milk chugging and give it one of his trademark twists. In this case, a backwards video. Combined with a reference to the song title, the result is a video in which the band members appear at a bathroom window and suck up a thick layer of vomit from the bathroom floor. Eeeeew.
The video begins with a hot chick finishing up in the bathroom. It’s a reminder of how rare video vixens are in New Zealand music videos. As she leaves the bathroom, the camera pans down to reveal the floor entirely covered with regurgitated Primo. The camera’s slow pans looks like the movement of a remotely operated camera, suggesting a scene too gross for a human to film.
One by one the band members pop up at the window and reverse-vomit all the puke out of the room. They’re all wearing t-shirts with the names of Auckland suburbs – New Lynn, Westmere, Kingsland, Greenlane and Arch Hill. This along with the Jackass reference firmly roots the video in 2003/2004.
Then the chick comes back and closes the window. And that’s the video. If you see it once, it’s like, “Whoa, this is crazy!” But it doesn’t hold up after multiple viewings. I mean, who wants to see a bunch of guys reverse puking, again and again?
And the worst bit – the song manages to be the least interesting part of the video. The visuals are so bold and obnoxious that the song pales in comparison. In fact, you could swap it with any song, really, and it would still work. Like, try it with “Yakety Sax” and it would actually be an improvement.
Best bit: the nice clean bathroom floor at the end.
Director: Joe Lonie
Ngā Taonga Sound & Vision
Next… cyber matrix 2000.