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The anticipation has been sufficiently built up, and finally the music video of the new single “Never Give Up” has been posted to The Days website in its entirety, rather than the teaser fans were previously offered.

Both the teaser and the making-of video were enticing tidbits, but nothing quite quenches that thirst like the entire video – which didn’t disappoint in the least.

Luckily for anyone who didn’t catch the band’s clip, a caption explains the concept behind the video before the action gets started: “In March 2009, The Days decided to see how long they could play the same song without stopping. A camera crew was present to film the entire event.”

The video’s concept backs up the message of the new pop rock single (which is, well, “never give up”) in a playful way.  The band set up shop in a gymnasium modeled after those seen in American high schools, and there they stay playing their song until late in the evening, long after a pile of broken drum sticks has amassed under drummer Harry’s kit and the groupies and roadies alike have collapsed into a pile of yawns.

The morning that marks twenty-four hours of song finds the boys slowly dropping off (literally) and after a long day of not giving up, the song is finally over and The Days have accomplished their goal of an entire day of one song.  Bass player Dan is the last and only man standing when the screen fades to black.

The new video may not have involved as many parties as the band’s last video-musical effort (their video for “No Ties” featured an extensive dancing rollick in a hipster infested tent city), but what it does feature is The Days’ own playful sense of self and a literal play on words, making “Never Give Up” a quality effort unto itself.