05/22/2012 02:32 pm ET Updated Dec 06, 2017

Sigur Ros 'Eg Anda': Choking PSA Launches 'Valtari' Mystery Film Experiment (VIDEO)

Sigur Ros is pulling some OK Go trickery these days, putting the internet to work like it's been taking too many days off and surfs itself too much when it's in the office. First there was worldwide "Valtari Hour," and now there's something called the "Mystery Film Experiment." How could you not be intrigued? It has the word "mystery" in it!

According to Sigur Ros' site, the experiment challenges a dozen filmmakers to create "whatever comes into their heads" when they listen to the Icelandic band's new album Valtari, using a standard budget (no telling how much it is, but the site calls it "modest").

The first installment, an appropriately mysterious video for "Eg Anda," was directed by Icelandic polymath Ragnar Kjartansson. The PSA-style film details how to save a choking man, pregnant lady and baby, complete with graphic enactments captioned with neutral placards held up by a straight-faced mustachioed narrator of sorts. But what if you actually need the guidance and you don't have six minutes to watch a film, Sigur Ros-scored or not? Friends, sometimes screenshots can save lives.







The next video premieres June 4, on the band's official site. None of the directors know what the others are doing, so only time will tell if the album affects them similarly, and we've got how to handle sexual advances in the workplace and/or fire safety lessons coming up (all important!). Valtari drops May 29, and is currently streaming in full on NPR's site. Check out Kjartansson's video for "Eg Anda" below.


CORRECTION: A previous version of this post stated that Valtari is out May 28. In fact, it will be released May 29.