Watch: Born Ruffians share infomercial video for new track ‘Dedication,’ reveal new hotline

Their forthcoming album 'JUICE' drops on April 3

Toronto’s Born Ruffians have shared a quirky infomercial video for their new track “Dedication,” alongside their very own Dedication Hotline at 1-855-909-0280, which you can call for more information.

“‘Dedication’ is like one of those beautiful poisonous frogs from deep in the rainforest,” Born Ruffians explain in a statement. “On the surface it’s all blue, green, and gorgeous, but once you lick that sucker – you’re toast. The song invites you in with immediate energy, and before long you realize you’re singing along to humanity’s demise. For the video we wanted to bottle that trickery and literally sell it. We got a functioning 1-800 number, hired some local actors, threw on some ridiculous makeup, and shot a full-blown infomercial.”

The new tune is about destruction. “Dedication to global destruction in the name of greed, glory and God,” frontman Luke LaLonde explains. “All of our stupid human follies and fancies. Easter Island on a global scale. How everything modern and human may be designed and dedicated to consumption and death.”

Watch the video for “Dedication” below.

Their forthcoming album JUICE drops on April 3rd via Born Ruffians’ own Wavy Haze Records.