A new music video from rock band OK Go is a dazzler: One long camera take shows the four band members lip-synching their song “I Won’t Let You Down” while smoothly gliding around on motorized unicycles. They’re joined by more than 2,000 precision-trained Japanese dancers with umbrellas—some of them also riding the unicycles—for a Busby Berkeley-scale dance routine, before the camera itself (which we realize is a drone) soars high into the sky.
The not-so-secret star of the show is a “personal mobility device” called the Uni-Cub, made by Honda, which sponsored the music video. The Uni-Cub turns out not to be a unicycle, technically speaking—it’s a battery-powered self-stabilizing vehicle with a number of interlocking wheels that allows for travel at 6 kph (3 mph) in just about any direction. Drones, sponsorships, rock stars…this is the future of content marketing.