Nickelback have revisited their hit song Photograph in a humorous new ad for Google Photos.
Watch the full clip above.
Photograph first appeared in the band’s fifth studio album, All The Right Reasons, released in 2005. The song’s music video – the start of which features frontman Chad Kroeger holding a framed photo – has been a staple in the world of internet memes over the past decade.
With their latest Google collaboration, it seems the band have, themselves, set a new standard for memes of the song. The ad was released yesterday (December 22) as part of a campaign for Google Photos, encouraging users to use the service to explore old photos.
Doubling down on the collaboration, Kroeger even went so far as to update the song’s lyrics. It now makes references to his past hairdos, even comparing hairstyle he sported to a “ramen bowl”.
Kroeger spoke about the tongue-in-cheek nature of the collaboration, saying it gave the band a chance to look back on good times.
“15 years ago, we had no idea that the photos on our mobile devices would become such a ubiquitous part of all of our lives,” he said in a statement. “When Google approached us with the idea about marrying the song with Google Photos we felt like it would be a fun and nostalgic way to give the song a lyrical refresh and share some of our favourite memories.”
Back in August, Nickelback made waves when they teased a then upcoming release. Soon after, the band revealed a cover of Charlie Daniels’ 1979 track The Devil Went Down To Georgia, as a tribute to the country music legend who passed away in July.
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