The 1975’s ‘Sincerity Is Scary’ video – how many easter eggs did you spot?

It's packed full of references

After the release of the video for ‘Sincerity Is Scary’ yesterday (November 21), The 1975’s Matty Healy laid down a challenge for fans – find all the Easter eggs hidden in its very pure, very joyous scenes. Knowing this band, there are probably many tiny things we’ve missed but here are all the clever, obvious, and not-so-obvious discoveries we’ve made.

The clock

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Look closely and you’ll see it has an extra hand. Why? So all four can spell out the band’s name.

The photo

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Like a song on ‘A Brief Inquiry Into Online Relationships’, this snap is called ‘I Like America And America Likes Me’. In 1974, Joseph Beuys – a member of the avant-garde Fluxus movement – spent three days in a room with a coyote in New York where the animal went from aggressive to calm and friendly. The photo in the video shows Beuys’ performance in the early stages when the coyote ripped apart a blanket.

The door number

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In case you didn’t get it, this is a 1975 video.

No Rome

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Fellow Dirty Hit signing – and musician Matty and co have been working closely with – No Rome pops up for a second walking a Dalmatian. That breed of dog also made an appearance in the video for his song ‘Narcissist’.

Man with paper bag on his head

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Matty walks past a man reading a newspaper with a paper bag over his head. On the bag you’ll see the album title. But there’s more – this is likely a reference to David Foster Wallace’s Brief Interviews With Hideous Men, the cover of which features someone with a paper bag over their head and the book title written on the bag. Wallace was not a fan of postmodernism’s ironic tendencies, preferring sincerity instead, so it makes sense to nod to him here. After all, ‘Sincerity Is Scary’ is Matty’s attempt to write without crutches of irony and self-referencing.

The newspaper

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The paper the man is reading also seems significant. The publication name is The Macomb Tribune. Google it and you’ll be led to The Macomb Daily, a paper based in Macomb County, Michigan. The headline on the paper in the video reads, “Modernity has failed us” – a lyric from ‘Love It With We Made It’. The Macomb Daily was one of the first daily newspapers to automate its circulation onto computers, which could be seen as one small step in an industry’s reliance on the technology that would eventually threaten its entire existence.

This bit of Matty’s dance-off

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Looks a lot like when Matty’s dancing with the lady clown in the video for ‘A Change Of Heart’, no?

The Michael Jackson into Singin’ In The Rain moment

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Not a 1975 reference, but a reference none the less. Matty pulls out some Jacko moves, gives his hat to a kid, and then dashes to a lamppost to have a swing round it, just like Gene Kelly.

La poesie est dans la rue

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If you’ve been paying attention, you’ll know the phrase “the poetry is in the streets” is an important one in The 1975’s history. It’s cropped up several times throughout their work, including most recently in ‘Love It If We Made It’. Here, it appears again, on the outside of a cinema – much like it did in the ‘Robbers’ video. Note that the full quote is “the poetry is in the streets in full living colour.”

The little girl

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At the end, a little girl dressed up like Matty in the ‘A Change Of Heart’ video appears – a sad clown who’s brought into (full living?) colour by the frontman pouring water on her.