Mastodon’s Brent Hinds may look like a biker from Hell — facial tattoos are slightly alarming — but the burly singer/guitarist is actually known for being quite the jokester (for example, here is discussing the finer points of Somali pirates and Michael Phelps with MTV back in 2009). Appropriately, he now stars in a new commercial for Elmyr, a local restaurant and cantina in his group’s hometown of Atlanta, Georgia. And while we can’t vouch for the quality of Elmyr’s food … their commercials are totally top notch.
The whole thing opens with Hinds fishing at a peaceful pond as he turns to the camera and complains about rumbling in his stomach. As he kneels down to pet his dog, he reveals a doctor has diagnosed him with OHP: overwhelming hunger pains. Hinds seemingly concerned, faces the camera and asks, “How do I know what food is right for me?” Luckily for him, Elmyr is deemed the “leading cure” against OHP.
We are then treated to a montage of Hinds scarfing down a giant burrito, doing yoga, crushing a drive off a tee and tousling a Little Leaguer within an inch of his life, while a gentle-voiced narrator mentions Elmyr can take effect as fast as twenty minutes, which happens to be “the natural time it takes your brain to recognize your stomach is full.” Also, unlike most meds, drinking alcohol in conjunction with Elmyr is “strongly encouraged” and if you’re pregnant, it’s suggested you eat “twice as much.” And at the end, mercifully cured of his OHP, Hinds thanks Elmyr whilst holding a gigantic swordfish.
And sure, a tongue-in-cheek ad starring Hinds is entertaining and all … but what about some new Mastodon music? Well rest-assured, the wait for their follow-up to 2009’s Crack The Skye is almost over.
The group has been hard at work on their upcoming fifth album at Doppler Studios in Atlanta with producer Mike Elizondo, a modern day Rick Rubin of sorts who has worked with an eclectic group of artists: Dr. Dre, Eminem, Fiona Apple, and Avenged Sevenfold.
Currently, the group is busy tearing through the European festival circuit before arriving stateside for a one-off gig opening for the mighty Soundgarden in their hometown of Seattle. But don’t fret, the new album is nearing completion.
“It’s very close,” Hinds recently revealed to Spin, “I have two guitar solos left to record, and one or two vocal parts and a couple of keyboards and that’s it.”
Some final tracks for the currently-untitled effort include “Blasteroids,” and the sludge metal homage “All the Heavy Lifting.” A somber song, “The Sparrow,” will carry a more serious tone as it is a tribute to Hinds’ brother who died unexpectedly on a hunting trip last year.
“It sounds pretty different than anything we’ve ever done,” Hinds told Rolling Stone, “I haven’t had this feeling about a Mastodon record since [2004’s] Leviathan. It’s just f—— awesome!”