Born Ruffians pull off a spoof infomercial in new cut "Dedication"

11 February 2020, 15:52 | Written by Cerys Kenneally

(News)

(Born Ruffians)

Born Ruffians have previewed their sixth album JUICE with new single "Dedication", which sees the band star in a spoof infomercial for a new product with the same name as their upcoming album.

"Dedication" is the second single to be lifted from Born Ruffians' JUICE album, after last month's opening single "I Fall In Love Every Night".

The single even lands with a functioning hotline number which details Born Ruffians' plans for 2020. Dial +1-855-909-0280 to find out more.

Guitarist and vocalist Luke Lalonde says of the new offering, ""Dedication" is about destruction. Dedication to global destruction in the name of greed, glory, and God. All of our stupid human follies and fancies. Easter Island on a global scale. How everything modern and human may be designed and dedicated to consumption and death."

Director Robert Galvez adds of the video, ""Dedication" is like one of those beautiful poisonous frogs from deep in the rainforest. On the surface it’s all blue, green, and gorgeous, but once you lick that sucker - you’re toast. The song invites you in with immediate energy, and before long you realize you’re singing along to humanity’s demise. For the video we wanted to bottle that trickery and literally sell it. We got a functioning 1-800 number, hired some local actors, threw on some ridiculous makeup, and shot a full-blown infomercial."

JUICE will be Born Ruffians' first album since 2018's Uncle, Duke & The Chief.

"Dedication" is out now. Born Ruffians' new album JUICE lands 3 April via Yep Roc Records, and is available to pre-order now. They play London's Colours on 2 June. Find out more.