Seeing as though Devo’s last video and single was tailor made for a Dell commercial, it’s only fitting that this newest clip for “Don’t Shoot (I’m a Man)” seems all but ready to push stylish and affordable wares for Target. That is, until a sniper peers above the red, black, and white cityscape and you realize those targets aren’t for affordable wares, but they’re actual targets.
Musically, “Don’t Shoot,” follows very closely to their Dell single, “Watch Us Work It.” It’s the same robotic rock with a disco beat, only updated for modern times. Yet, it’s not the style which will make or break the single. That duty falls to the closing lines. Seriously, hang in there to the end of this clip and you’ll see what I mean. Is Devo making social commentary by cleverly re-working a popular phrase for their own twisted needs, or is the Whitner-like ending a bit too much?
YOUTUBE: Devo – Don’t Shoot (I’m a Man)
Devo’s next full length album is still scheduled for a Fall release.