David Reviews

 Biting the hand that feeds us since 2002.

Daft Punk
"Random Access Memories"
1 min 40s
19 May 2013
UK Promos

Unlike other ads selling the latest albums from whichever band is riding high, this spot is a full two minutes twenty and plays only seconds of the first track. There's no VO; just a futuristic vault and a couple of robots putting a vinyl record on a turntable. But as soon as we see a telltale crash helmet we know (unless we've been exiled to Neptune for the past few months) that this is going to be plugging the new Daft Punk album, Random Access Memories.

That's because it became the most hotly anticipated release in years – and considering DP's output has always been variable in quality, it's surprising that the hype surrounding it has been so great that this teaser simply makes people feel smart that they're getting the cultural reference.

The only written clue we get before the end is an intermittent super saying “This is an advertisment [sic]". Other than that, all the markers are visual. The album is a mindbogglingly eclectic bunch of experimental collaborations on a back-to-disco theme, so even the use of vinyl is relevant; harking back to a time even before CDs while simultaneously being a contemporary signifier of über-cool musos appreciating rare artefacts. It's marketing at its shrewdest – yet by its very nature, it's also marketing at its most ephemeral.

Relentless
"Inspiration"

Stuart said:

Hmmm.


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David Reviews - Lovely Lenzie Ltd, Woodbourne House, Seven Sisters, Lenzie, G66 3AW. Telephone: +44 141 776 7766. Editor: Jason Stone.