!!! have shared a video for “Every Little Bit Counts,” a track off of their most recent album, As If. It features group leader Nic Offer crashing a bunch of newscasts in progressively more elaborate ways. As with the band’s last video for “Ooo,” this one was directed by Too Many Cooks mastermind Casper Kelly. Here’s what he had to say about its conception:
‘Every Little Bit Counts’ excited me because it is such a fun, fun song and tonally different from the weirder, darker stuff I usually do. The basic idea is there’s a stuffy world, in this case the news, and Nic comes in like Willie Wonka or the Cat in the Hat and has a bit of fun with it. Crazily and coincidentally, while shooting on the set Nic told me he once did a thing like this in real life – he was walking somewhere and there was a news crew interviewing a man opposed to gay marriage, and Nic popped in and said something in the mic. If someone by chance taped that newscast he’d love a copy.
As If is out now via Warp.