We’ll apologize for being a bit late to Lyrical School’s digital party, but we’ve had this music video on our minds since we saw it last month. Even if you’re not a big fan of J-pop, this ingenious clip will keep your eyes glued to your iPhone for the next three minutes and forty-eight seconds. (Just promise you’ll keep the dance moves to yourself while you’re riding the train.)
Lyrical School have just made their major label debut, but they’ve already made a name for themselves with the video for “Run and Run,” their first single. In the clip, the six members of the group take over an iPhone, scrolling through applications, sending messages, and cleverly embedding videos within videos over the course of the song.
They’ve already racked up 1.2 million views on Vimeo, where they first released the video last month, a few hundred thousand hits on YouTube, and at very least, the sincere appreciation from Apple thanks to the many references to their operating system. Video purists may turn their noses up at the vertical orientation, but the rest of us are just enjoying the show. Check it out for yourself: