MASTODON's BRENT HINDS Stars In Parody Ad

May 31, 2011

MASTODON frontman Brent Hinds has a full plate recording three projects at once, but in a commercial released today his biggest problem is overwhelming hunger pangs.

The ad for Elmyr, an Atlanta bar and restaurant, parodies pharmaceutical commercials in which normal people find prescriptive solutions to live normal lives. Only this version stars a heavily tattooed Hinds as an addled victim of hunger for which Elmyr is the leading cure, and Tom Cheshire, Hinds' friend and collaborator in West End Motel, as the prescribing doctor.

The minute-long commercial to air on television features the multi-talented Hinds finding peace in yogic contortions among other healthy hobbies, and is the latest from the Atlanta-based video makers at Newmerica.

Elmyr has been serving up drinks and fare in the city's Little Five Points area since 1997 and bills itself as the "friend of party" with a cult-like following. Its walls sport pieces by local artists and this video is a collaborative effort between Elmyr and Newmerica to produce a piece of comic art in line with the restaurant's character.

Newmerica is a creative video agency that specializes in producing compelling tailored content for brands, businesses and artists.

The commercial can be seen below.

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