This quirky promo for Dylan McKenna's 'Elevator Hum' shows the singer searching for meaning in the everyday... in a way we might not expect. He takes a metal detector to his local supermarket, scanning the shelves for something unknown and leaving it unclear what, if anything, he's actually hoping to find.
Director Reuben Bastienne-Lewis takes a refreshingly hands-off approach here, shooting documentary style in order to capture the natural reactions of the people McKenna comes into contact with. It makes for a quirky watch, with each new item throwing up additional questions for the viewer.
Also up for consideration is the fact this is labelled as an 'official lyric video' - an increasingly common phenomenon which gives artists permission to put out multiple bits of visual content for the same track. Will we see another 'Elevator Hum' promo in future? Who knows, but this one will do nicely for the time being.
Product Category: Promos