The music video was directed by Christopher Sweeney who has helmed clips for the likes of Lana Del Rey, Will Young, Paloma Faith, Jessie Ware, Foals and Friendly Fires. It opens with Allen pretending to undergo liposuction ahead of her big comeback. After being criticized for letting herself go, the singer defends herself saying "Um, I had two babies" (a reference to the birth of Allen's daughters in 2011 and 2013). The promo goes on to satirize the flesh-flashing music clips seen all over our screens today in particular the one for Robin Thicke's "Blurred Lines
" as we see the British singer twerking with a group of scantily clad backup dancers and sucking a banana.
Some people thought she was having a pop at Miley Cyrus but Allen denied this was the case. "The video has nothing to do with Miley Curus and it wasn't a direct response to anything she's done," she said. "That was never intentional. But Robin Thicke was."