As evinced by James Rettig over on Stereogum, there’s a lot of steering into the skid with Alvvays and the video for “Archie, Marry Me.” Their new self-titled album, out on Polyvinyl, is all about the consistent, omnipresent aesthetic and buying into its earnest execution.

It works quite well on that album, and it works even better here. Alvvays’ single is paired with grainy footage of a bright day on the sailboat, and the pairing is almost too snug. It seems pointless to even use the phrases “blissed-out pop” or “West Coast beach pop,” and probably unfair to utter “Best Coast, eh?” It’s all just right there, and it’s quite fine.

Oh, and the sign language is spelling “the hand.” Enjoy the video, directed by Gavin Keen and Allison Johnston, below.

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Tyler Hanan

Tyler raves about movies on the Let The Right Films In podcast. Listen to him make jokes over his beleaguered cohost Kayla St. Onge and their more qualified guests who deserve so much better at soundcloud.com/ltrfipod. Find him on Twitter @tylerhanan.

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