Canadian rockers Arcade Fire are teasing new music in an over-the-top way. In keeping in line with their guerrilla marketing tactics, the group have released a commercial for Ritalin cereal. The commercial features a snippet of a new song, “Creature Comfort”.
The band have already performed the track on the road, as well as given fans a taste of their forthcoming album with the release of the title track, “Everything Now”, which came out June 1.
“Everything Now Corp is pleased to announce an exciting new Arcade Fire tie-in. Please enjoy CREATURE COMFORT,” the video’s caption reads. The commercial itself is a mind trip, seemingly hawking a cereal of marshmellows and the stimulant Ritalin.
Arcade Fire will play Toronto’s Air Canada Centre with openers Broken Social Scene on Nov. 3 and 4 later this year. Tickets go on sale June 16. Watch the commercial for “Creature Comfort” now: