Perhaps you’ve seen the Nickelback “Photograph” meme? So many times, right? Chad Kroeger gets it and he’s here for you.
In fact, the band’s lead singer leans into the jokes in a new Google Photos ad that parodies the Nigel Dick-directed video from their All the Right Reasons album. The ad opens with Kroeger re-creating the many-memed bit where he holds up a photo frame (this time it’s a smartphone) with a snap of himself and the band’s producer Joey Moi.
Only this time Kroeger spends his time scrolling through his photo archive, wondering in the fresh lyrics why he took so many dessert photos, and if one snap is of his famously curly hair or a ramen bowl. There are also other funny bits in the photo hole he tumbles down, including shots of him wearing a suit as a kid and a face-palm swipe through his many regrettable hair don’ts.
“Every memory regretting all my hair styles/ If you wove it all together, it would go for miles/ It’s hard to braid it, time to shave it/ Good-bye/ Highlights/ Every memory we never have to look for,” Kroeger croons. “They no longer have to spread out on the bedroom floor/ It’s time to say it, gotta say it/ Good times, good times.”
Watch the ad below.