Jive Recording Artist Bowling For Soup continue to bring their own brand of creative expression with their new video "When We Die," as they cast Lee Majors in a leading role.

"When We Die," a the current single from their album, The Great Burrito Extortion Case is a departure from the usual happy go lucky videos that fans may have been accustomed to, but in its essence it is still a Bowling For Soup video. The video revolves around the tumultuous relationship between a father, played by Lee Majors, and son and how they overcome past differences to rejoin, make amends and hopefully start anew.

"When We Die" was directed by Max Nichols, son of the renowned director and Oscar winner Mike Nichols. Max has been at the helm of various videos and has worked a with a diverse array of artists including Kirk Franklin, Nina Sky, DHT, T-Pain, Frankie J and Raheem DeVaughn.

Later this week the Grammy nominated band will be heading to Austin, Texas to take part in SXSW Live, the first-ever 24-hour live broadcast from the celebrated South By Southwest (SXSW) music festival. SXSW Live can be seen on DIRECTV's channel 101 (The 101).

Bowling For Soup are planning a spring/summer US tour. The Great Burrito Extortion Case is the Texas native's first collection of new material since 2004's US gold-certified album A Hangover You Don't Deserve. In addition to tracks co-written by American Hi Fi's Stacy Jones, long time Bowling For Soup collaborator, Butch Walker, returned to co-write and produce the power-pop ballad "When We Die."

-Bowling For Soup Pictures