Glenn Howerton (It’s Always Sunny in Philadelphia) stars as a handsome model who appears in a variety of annoying pop-up banners. As the video progresses, the pop-up ads begin to interact with each other… telling the story of an abusive addict and a woman who’s had enough.

Without any label push or PR, this “distressing tale of love and consumption" showed up in dozens of music and culture pubs and on Thrillist’s “Best Music Videos of 2017” list.