WATCH: Birmingham University Releases Hideously Cringey Music Video (YOUTUBE)

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Oh dear. Birmingham evidently didn't learn any lessons from Loughborough University students' heinous promotional video as they've now gone and topped it.

The Russell Group institution can wave goodbye to any street cred it may have had - as can anyone who partook in the unsightly cringefest.

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"You are my Birmingham, my only BirmingHAM," one girl tonelessly wheedles as she attempts to dance in a church, accompanied, somewhat bizarrely, by a hooded man playing an organ.