| "Keep It Simple" | ||||||||||
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| Single by Delays | ||||||||||
| from the album Everything's the Rush | ||||||||||
| B-side | CD: Cherry, Cherry 7" vinyl 1: One More Lie In Pt.2 7" vinyl 2: Go Slowly |
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| Released | CD: 11 August 2008 | |||||||||
| Format | CD, 2 7" vinyls | |||||||||
| Genre | Indie | |||||||||
| Length | 4:11 | |||||||||
| Label | Fiction Records | |||||||||
| Writer(s) | G Gilbert, A Gilbert | |||||||||
| Delays singles chronology | ||||||||||
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Keep It Simple is the second single released from Delays' third studio album, Everything's the Rush. Like the previous single it was available for pre-order, came in three formats and was thus inegelible for UK chart entry. It was released on 11 August 2008.[1] The B-side of the single is a cover version of Neil Diamond's "Cherry Cherry".
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The music video for the song stars Ewen Macintosh ("Keith" from the UK comedy series The Office) as an overweight man jogging through North-East London, the video cuts between him jogging and the band playing the song in a front yard. After a while the man walks into a fast food outlet and orders a large unhealthy meal and attempts to jog and eat at the same time, only to result in him having a heart attack and dying in the middle of the road.[1]
His spirit rises to heaven where angels shower him in fast food but after a while the angels turn into demons and begin hassling him. His spirit returns to his body and he wakes up with the fast food lying next to him. He takes a bite of the burger and walks off, much to the disapproval of the onlooking band.
In the making of the Keep It Simple video, keyboardist Aaron described the heaven/hell part as signifying that fast food is quite literally heaven and hell for you[2].
An indieLondon review of the album stated that "Keep it Simple" "bounces shimmering piano hooks off crunching riffs and more strings to create another giddy treat."[3] Ian Cohen of Pitchfork Media thought that "Keep it Simple", along with two other tracks from the album sounded "like Pavlovian biscuits of phony populism".[4] Clash described it as an "epic heartbreak anthem" and "a melancholic salute to 60s pop in a way that only Delays can pull off".[5]
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