Olsdal told Click Music about the song's music video: "We worked with one of our favourite video directors, Howard Greenhalgh, who has been working with us for a long time. He has done loads of stuff for us including 'Nancy Boy
' 'Bruise Pristine' and 'The Bitter End,' so we had a long relationship with him that enabled us to feel more relaxed, especially now we are introducing a new member to the public. We wanted it to be quite performance based and the tags were basically about the fact that sometimes what you see, is not what is real. We wanted to play with that. People like to portray themselves as something that is completely the opposite of what is inside of them."