Brand New School: Sharwood’s “Go East”

When I first watched "Go East," Brand New School’s new spot for Sharwood’s, I thought, "Well, that was a very nice bit of design work."

And then I watched it with the audio on.

I’m pretty sure the song is a joke. But… wow… it’s really horrible. I mean, I guess that’s the point, right? It’s supposed to sound like one of those Bollywood musicals. But the fact that it uses "Kung Fu Fighting" for its melodic inspiration coupled with the decidedly soulful voices of the singers leaves me scratching my head.

Oh well, whatever. BNS did a nice job. I am getting a little tired of kaleidoscopic imagery, though, even if it does make sense within a spot’s aesthetic.