Fruit Fight!!!

If you’ve been watching E!’s coverage of the Grammy red carpet tonight, you’ve no doubt seen and heard a new commercial for Trident Vitality gum featuring a bunch of beautiful well-dressed people engaged in a really, really (fruit) juicy fruit fight. The song’s by French DJ Martin Solveig in collaboration with the Canadian pop trio Dragonette, and it’s called “Hello”. Solveig has been a fixture of the Euro-house circuit for more than a decade (he released a greatest hits comp called So Far five years ago), and “Hello” is the lead single from his forthcoming fifth studio album Smash. Already a Top 10 hit throughout Europe and rising quickly up both the Canadian pop and the U.S. dance charts, “Hello” dances gleefully along the knife edge between catchy irresistibility and sugarbuzz headache. My favorite part comes when Solveig goes all Samurai chef on the vocals in the last verse. The song was given the long-form video treatment – an epic, high profile cameo-laced tennis match between Solveig and fellow countryman dj Bob Sinclar. You can watch a shorter, more song-oriented edit here: