While it has all the qualities to be the coolest thing on the planet - an interactive personalized trip into your childhood via multi-popup narratives (cool), google street view (super cool) and 2,335 likes on facebook (super cool and cutting-edge) - it's pretty much the visual version of the clunky nostalgia of the band's lyrics.
If the polarized versions of the past and easy grabbing feelings of loss in their lyrics ("i don't want to work in a building downtown," "but in your dreams we're still screamin' and runnin' through the yard" or "all of the houses they build in the seventies finally fall") are tolerable because of the beautiful harmonies, in Milk's video it feels like a packaged rebellion (against what? time? change? suburbia?).
The plot is simple: in the pop ups trees growing through the (bad) cities our parents have built, and a runner (you) desperately tries to find his/her childhood by running away from his/her present (adulthood).
But the generic adolescent fear of change doesn't end there, the observer/main character can even send a digital message (a digital drawing/postcard from which root-like lines grow) to his/her past self (which is actually their tour).
Overall the whole thing is totally tacky. It's suppose to feel amazing;y cool and cutting edge, but it turns out ot be a bland version of what personal memories are suppose to be. Let memories run off on their own. Like Google trying to archive all knowledge, let at least memories alone (especially when google street view never gets an address perfectly enough for the thing to work).
To make your own arcade fire memories: http://www.thewildernessdowntown.com/
