It’s been a long time since those treadmills. OK Go may have shot to fame with their own viral video, but in the years since the band have worked on a succession of projects with brands, from carmaker Chevrolet to Russian airline S7. We didn’t spot their latest partner coming though: OK Go’s new video ‘The One Moment’ is a collaboration with Morton Salt, a manufacturer of, yes, salt. The technical schtick this time round is that most of the video was filmed in a 4.2-second burst of exploding paint buckets, gold water balloons and (naturally) coloured salt bursts, then slowed down and synchronised to the standard-length song. The video ties in to Morton’s #WalkHerWalk campaign, which is focusing on the global water crisis, female refugees and children’s health among other issues. “They reached out to us and asked if we were interested in making art with their salt – a video that could fly the banner for their initiative,” wrote singer and director Damian Kulash. “We were impressed with their efforts to support positive change, so we proposed this idea…” As with their last video, this is debuting on Facebook not YouTube: a ‘video announcement’ vlog on YouTube directs fans to the actual video on OK Go’s Facebook page. The video has been live for 19 hours at the time of writing, and already has 7.3m views.

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