OK Go: Meet the Indie Band that’s Making a Social Statement

A few days prior to Thanksgiving, the Chicago-formed indie band OK Go released a slow-motion loop-based music video that was captured in 4.2 seconds real time. The video was for the band’s 2014 single “The One Moment” but it was made in collaboration with Morton Salt’s new “Walk Her Walk” campaign in support of community giving. As a brand that dates back to 1848, Morton looked to OK Go as a forward-thinking band with brand collaboration experience that could potentially help show consumers that Morton isn’t just a salt brand, all while attracting the ever-elusive millennial mind share.

Shot entirely in one moment, the video initially appears to be an instant of chaos. That same instant is then dramatically slowed down, letting viewers see all of the structural minutia that went into its beautifully composed creation. In slow motion, viewers can see choreographed explosions of paint, water balloons, ceramic spheres and even guitars. The video ends with an image of the Morton Salt girl holding her signature umbrella, along with a link to the brand’s campaign.

This cross-collaboration between Chicago natives didn’t just aim to expand the Morton brand name. The video features a call to action that connects OK Go’s latest creative and innovative adventure with an inspirational philanthropic cause. The Morton Salt Girl was originally meant to symbolize drive and progress, which has been OK Go’s M.O. since they released their quirky treadmill music video for “Here It Goes Again” in 2005. Through the video for “The One Moment,” OK Go is helping Morton explain that it only takes one moment (or in this case, 4.2 seconds) to make a substantial difference.

This isn’t OK Go’s first time creating a video for a cause: since the band’s inception, they’ve used their videos’ popularity to further causes they believe in, and have created intricate Rube Goldberg-esque videos for brands like Chevrolet, Samsung and State Farm. In Morton Salt’s attempt to give its brand a greater sense of purpose and connect with consumers at an emotional level, a collaboration with OK Go could not have been more appropriate. As part of Morton’s social initiative, the campaign will also include a content series featuring influencers who are making a positive impact on the world, as well as a Morton Salt Girl Snapchat lens on November 29.

To get a behind-the-scenes look at OK Go’s inspiration and cutting edge ideas behind the video for “The One Moment,” visit the band’s website.