WATCH: The Who Unveil Arty New Video For ’5:15′

The Who in their mod finery

It shouldn’t normally be of any concern to the likes of you and me that a man called Jeff Rodenberg, hailing from Minnesota, has won a competition to make a video for a song that is nearly 40 years old. And yet, watching his creation is quite the giddy thrill, so what the hell, just this once.

Jeff’s video is set to the barnstorming rocker “5:15,” taken from the Who’s 1973 rock opera about the early days of mod culture, “Quadrophenia.” It manages to not only capture the essence of the album in a portrait of the four men who made the song, but the destructive spirit of their most vicious compositions too. It’s also oddly dingy for a pop video, which forces you to pay attention.

See what I mean? Turn a bloody light on!