WATCH: If You Need to Talk, Call HEALTH, Who Are Back With a Gnarly Video for “New Coke”

In case you haven’t met your quota for extended cuts of slo-mo vomiting today.
WATCH: If You Need to Talk, Call HEALTH, Who Are Back With a Gnarly Video for “New Coke”

In case you haven’t met your quota for extended cuts of slo-mo vomiting today.

Words: Nate Rogers

April 27, 2015

Screenshot from Health’s “New Coke” video / Yuck.

Thanks to the extremely apathetic second wave of counter-culture that took over in the ’90s, big brands struggled to stay “with it” amongst all the plaid and Teen Spirit, and in an effort to re-brand, often simply made fools of themselves in the process. For whatever reason, soda companies were one of the primary offenders in this process, and though Pepsi did its best to destroy its credibility with Crystal Pepsi, Coca-Cola took top honors with such brilliant ideas as OK Soda, a drink that was literally branded as just being “OK,” and New Coke, a mind-bogglingly lazy attempt to reinvigorate Coke’s image with a slightly-altered formula.

LA noise-rock quartet HEALTH are the perfect group to subtly poke fun at corporate idiocy, and perhaps in the ultimate retribution for Coca-Cola, have re-appropriated the “New Coke” terminology for their new single, which marks a long-overdue return with their third LP Death Magic, due out August 7 via Loma Vista Recordings.

The video to go along with the single is disorienting and intense, just like the song, and seemingly paralleling a rough night out, quickly deteriorates from flashes of fun on the dancefloor to a suddenly visceral scene of blowing chunks in the bathroom. And before you watch, yes, it is definitely real puke, and no, I don’t know what you would eat to make it that color (but if you want to ask, the number posted at the end of the scene is supposedly being answered by bassist John Famiglietti, who also directed the video).

Death Magic tracklist

HEALTH-2015-Death_Magic_cover_art1. Victim
2. Stonefist
3. Men Today
4. Flesh World (UK)
5. Courtship II
6. Dark Enough
7. Life
8. Salvia
9. New Coke
10. L.A. Looks
11. Hurt Yourself
12. Drugs Exist

 

Death Magic is out August 7 via Loma Vista Recordings.