Sum 41, the Canadian punk/metal outfit, since hitting the big time have been synonymous with a few things, catchy singles, being torch carriers of the rock n' roll lifestyle and producing some of the most creative music videos. Not discrediting their music, but videos have been a very integral part in the rising popularity of these wanna be metal heads. Take the music video for "In Too Deep" with it's diving contest that pays homage to Rodney Dangerfield in "Back to School". This is a fun and amusing tale that fits perfectly with the songs overtones. Or the hilarious video for the first single "Still Waiting" off their latest disc (Does This Look Infected) which pokes fun of all the new "the" bands (clearly mocking the likes of The Strokes, The Hives et al). Will Sasso is particularly funny as the bands manager who informs the boys that "number" bands are out and insists they should change their name to The Sums. Too funny. However the Sums latest video could be their best.

The video for the "Hell Song" is an inspired effort and truly ranks within the mediums most creative of all time. Directed by noted music video director Marc Klasfeld (who has also worked with Jay Z, Nelly and Alien Ant Farm) the "Hell Song" is an imaginative masterpiece. The video features an all action figure cast and is like Toy Story on acid. Sum 41 is portrayed by action figures with tiny photos of the band members faces attached to the figures heads. The band is playing a concert on a make shift stage complete with a lite brite toy spelling out their name. The audience for this show is made up of toys of other celebrity personalities including actual figures of Korn, Kiss, President Bush, AC/DC, Snoop Dogg, Eminem, Destiny's Child, The Spice Girls, The Osbournes, and many others. What makes this so clever is how low tech the video is utilizing such techniques as a hand held video camera and the toys moving Mr. Bill-style, with hands visible in nearly every shot. This really helps create the feel of a young fan making their own music video using his or her collection of action figures. Great, great stuff.

The video is a who's who of celebrity action figures, all of which are real including many MacFarlane brand toys. There are some very funny moments including the Snoop Dogg figure turning down a hit from a bong, Jack Osbourne shooting his sister, Destiny's Child taking a dump in the toilet and President Bush showing up complete with his own mini missile. The stand out moments include the arrival of the Jesus figure who parts the crowd and shares a moment with the Marilyn Manson doll. And the fully detailed figure of porn star Jenna Jameson (and I mean fully detailed, if you haven't seen these toys before they leave nothing to the imagination. I think they are the first toys with pubic hair if I am not mistaken) playing groupie with Sum 41 drummer Steve. The video is just a feast for the eyes and requires multiple viewings to catch all the inside jokes.

The video for the "Hell Song" in my humble opinion is one of the best music videos ever produced standing amongst the ranks of Michael Jackson's "Thriller", Weezer's "Buddy Holly", Radiohead's "Just" and other classics. It is a shining example of the limitless potential that the music video genre offers. Music videos grant you the freedom to create roughly three to four minute vignettes that are not restricted by the rules of traditional storytelling. They are in essence short films that don't necessarily require any spoken word and traditional introductions, bodies and conclusions.

So keep your eye out for Sum 41's "The Hell Song" on either MTV or MuchMusic, it will not disappoint. A great video…oh yeah, and the song isn't too bad either.

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