To promote their upcoming album and tour, the Black Keys teamed with frequent collaborator Bryan Schlam to conceive and direct a cohesive campaign set in the scandalous world of public schools.
The campaign began with a series of fake school board meetings where outraged parents wholeheartedly protested the presence of the Black Keys in their community. Numerous news outlets picked up the videos and praised them for their satirical humor.
"Fantastic!"- David Cross
"So Good." - Bobcat Goldthwait
"Awesome!" - Anthony Mason (CBS)
"😂😂😂😂😂😂😂" - Cat Power
"So Good." - Jim Acosta (CNN)
"Brilliant." - Rex Chapman (CNN, Phoenix Suns)
Following these tour announcements, the team convened in Memphis to shoot the music video for "Wild Child" at a local middle school. The promo introduced Dan and Patrick as undercover employees, witnessing the debauchery of 21st-century teens.
Dan and Patrick reprised their roles as janitor and cafeteria worker for a photoshoot, which would become key art for the album.
All told, the campaign garnered over 4 million organic impressions.
