Whether it's a heartfelt performance clip or a puzzling conceptual vignette, New Found Glory's Chad Gilbert thinks most contemporary videos are just too serious.
So when it came time to pick a treatment for "Failure's Not Flattering," the second single off the band's latest album, Catalyst, the band went for pure eye candy, the sweeter the better.
"The song kind of has a modern-day '80s feel, and that's what we wanted the video to be, just random and wacky," the guitarist explained. "If you watch old Cars videos, they don't make any sense. They're just fun to watch. There doesn't need to be storyline, and you don't need to know why anything is happening. That's what we did with this video. It's kind of like our modern-day '80s video."
The clip finds Gilbert and his bandmates shrunken to miniscule proportions and running around a rather bizarre party (see "New Found Glory Bug Out In New Video"). Even though it's conceivable, considering their size, that they could drown in a bowl of Cheerios or be chased by a giant bumblebee, comparisons to the 1989 comedy "Honey, I Shrunk the Kids" are not welcome.
"This video isn't meant to be cute, it's just supposed to be fun," Gilbert said. "The things that happen in the video are taken from things that we like. There are some tributes to some movies that we like ... but definitely not 'Honey, I Shrunk the Kids.' We just wanted it to be random."
In lieu of Rick Moranis, the fiend from an old vampire flick comes to life and emerges from a television set. An homage to "Indiana Jones" takes the form of a giant foosball that threatens to roll over Gilbert and drummer Cyrus Bolooki. And aliens materialize from a video game and invade the party.
"It's all kinds of crazy random things," Gilbert reiterated. "Just things that make us laugh, and hopefully they'll make other people laugh and have fun when they watch the video, too."
New Found Glory can't take all the credit for the creative clip. The concept is courtesy of director Meiert Avis, whose credits include videos for Avril Lavigne and Audioslave as well as NFG's "All Downhill From Here," the first single off the band's new album. That video was "retired" from the "TRL" countdown early this month, after being a staple for 50 days straight.
While a bit disappointing, the disappearance of the clip from the afternoon request show comes as a huge achievement for Gilbert, since it elevates his band to the company of other superstars, such as Beyoncé, Outkast and D12, who've been given the same treatment.
"It's a big honor for us to get our video retired when I see Usher get his video retired and all these big pop artists," Gilbert said. "So it's pretty cool to be up there as a rock band. ... But I'm psyched. I just want to get our new video up there."