State Farm signs deal with OK Go What do trendy musicians OK Go have in common with insurance mega-giant State Farm? Turns out, more than “not much”. But this is more than just another version of the “corporate brand meets hipsters, falls in love” story we know so well. Rather, this highlights how proactive creative types are looking beyond traditional parameters to get support for their work. And brands are biting. In this case, State Farm paid to have a place at the creative development table as the video for the song This Too Shall Pass was storyboarded. The result: a walk-on part in the delightfully chaotic promo, embedded below—note the State Farm van that literally kicks things off and the State Farm teddybear, seen fleetingly. The insurer gets a shout out screen at the end of the video: “OK Go Thanks State Farm for making this video possible”. And State Farm paid an undisclosed sum to ensure that fans can embed the YouTube video of the song on their own sites.
Google partners with OK Go In All is Not Lost — an HTML5 music collaboration between the band OK Go, the dance troupe and choreographers Pilobolus, and Google—you can embed your message in a music video and have the band dance it out. The band and Pilobolus dancers are filmed through a clear floor, making increasingly complex shapes and eventually words—and messages you can write yourself.