Following its teamup with Anomaly and Kid Cudi, Converse is once again trying to appeal to readers of Pitchfork and the like with this latest spot that stars U.K. band Hot Chip. Take a stroll across the pond and watch as Hot Chip’s Alexis Taylor and Joe Goddard explain how they met all the way up to their recent collaboration with Bernard Sumner (New Order, Joy Division) on the original track, “Didn’t Know What Love Was,” which the Nike-owned shoe brand is releasing as part of its yearlong “Connectivity” campaign. Besides slapping on its logo at the beginning and end of the video, Converse keeps the branding to a minimum save for brief shots of the lads sporting Chucks. At the very least, we dig the soundtrack. Along with the music and film components, Converse’s latest campaign will include ad placement in music and lifestyle titles as well as underground takeovers in London according to AltSounds.