Perhaps no other group evokes ’90s nostalgia quite like Bell Biv DeVoe (if you don’t believe us, put on “Poison” at a party and watch folks go off). The group’s members Ricky Bell, Michael Bivins and Ronnie DeVoe know this all to well, which is why their newest single “Run” hits all the nostalgic cues, from the cover art calling back to Run-DMC‘s iconic logo to the healthy sample of The Notorious B.I.G.‘s “Hynoptize.” But just in case you didn’t get the hint, the trio doubles down with a truck- (or should we say Jeep) load of cues sure to have you in a ’90s mood.
Lensed by Lionel C. Martin, who helmed some of the most iconic R&B videos of the 1990s, “Run” is full of familiar tropes. The crew rolls through most of the clip in a Jeep Wrangler Rubicon while random video vixens shake it in front of the grille in various revealing outfits. And when they aren’t in the ride, they’re rocking the latest in throwback fashions, like bucket hats, throwback jerseys and heavy gold chains and moto jackets. If that’s not enough for you, at the video’s end the group members individually blow out candles as the music fades. Though the clip is a bit been there, done that as far as the feel is concerned, it does manage to update those conventions ever-so-slightly and set us up for another era of BBD.
Check out the video for “Run” below and be sure to pick up your copy of the single from iTunes.