Toronto-based lo-fi pop group No Frills returns with the release of “Shopping in the Toothpaste Aisle,” the first single from the band’s highly anticipated second album, Sad Clown out March 7, 2025 through We Are Busy Bodies. Known for weaving sardonic punchlines into sunny pop hooks, lead songwriter Dan Busheikin continues to strip his songs down to their essentials while reflecting on deeper themes like depression, mortality, and self-loathing — all with a playful twist.
“If you’ve ever had a panic attack in Shoppers Drug Mart, this one’s for you,” Busheikin says of “Shopping in the Toothpaste Aisle.” The song captures the surreal experience of navigating daily life while dangerous thoughts loom. “You’re maybe 90-95% sure you’re OK, but there’s still that sense of an impending breakdown, and of course, the store is out of Colgate Total Advance MaxFresh,” he jokes. The mellow indie-pop strummer, elevated by the airy backing vocals of Maddy Wilde (Born Ruffians, Spiral Beach), tackles heavy subjects with levity — much like the upcoming album itself.
“These songs might be intensely fixated on death, depression, and self-loathing, but they’re also really silly,” explains Busheikin. “Coming out of the Downward Dog album cycle, the dissonance I experienced between performing as an entertainer and writing songs about depression led me to the concept of the ‘sad clown paradox,’ which I find very relatable.“
About Sad Clown:
Sad Clown, No Frills’ second full-length album, builds on the themes of the band’s 2022 debut LP, Downward Dog — a release that reached #28 on the North American campus radio charts and saw No Frills perform at Pop Montreal and Sled Island. The 12-song, 40-minute collection continues Busheikin’s exploration of life’s absurdities, blending ramshackle Beatles/Zombies/Monkees-inspired melodies with sparse orchestral arrangements.
The band – Busheikin alongside bassist Maddy Wilde, guitarist Matt Buckberrough, and drummer Jonathan Pappo – recorded the loose, jammy performances of Sad Clown with engineers Chris Shannon and Nate Vanderwielen (members of cult art-rock band BART) at Toronto’s 500 Keele. Vocals, additional guitars and synth were recorded by Busheikin in his basement, crafting a warm and intimate soundscape. For the first time, Busheikin wrote string quartet arrangements, and intivited collaborations from Toronto musicians, including Eliza Niemi (cello), Alex Hamlyn (saxophone), and Kristina Koski (flute).