Colorizing old black and white photos has become a new obsession for the internet over the last few years, but director Frank Borin takes it to another level in his video for "Another Man" by Itch, released this week. In it, Itch is falling asleep on the couch when a 50s-style variety show comes on, and a woman is singing about how she's got another man. Suddenly, Itch is on the TV show, and he performs and defends himself as the lead singer. He's also able to add color to the black and white environment by touching, which he does more and more as the video goes on. This particular effect is named Pleasantville effect, after the 1998 film where the effect was made popular. 

Frank Borin made a wise choice in putting Itch in a role that requires some performance charisma - the role feels like a perfect fit, as Itch is a natural frontman (he's got a solid performing resume as a member of The King Blues, a ukelele punk band from London).

Unfortunately, the video ends with Itch losing his color and waking up on his couch, but don't worry, because he's going to find another girl. Preferably on that isn't a backup singer from the 1950s.

The video for "Another Man" was produced by Angela Gregory for London Alley Entertainment. The track can be found on Itch's album The Deep End.

Adam Fairholm is the co-founder and lead developer of IMVDb. You can find him on twitter at @adamfairholm.