This became Radiohead's first UK Top 5 single thanks in part to its music promo. The director Jonathan Glazier, was approached by Thom Yorke after the singer had been impressed by Glazier's only previous video, for Massive Attack's "Karmacoma." He would later direct Radiohead's promo for "Karma Police
." Glazier told The Guardian
Setember 24, 2005: "With Radiohead, it's very much about convincing Thom Yorke of your ideas. But once he's chosen you there's not any interference - he wants you to go off and be experimental. I'd had this idea for ages that I'd seen in nature programs, where they'd film an eagle flying at 1,200 frames per second then cut frames out to slow it down. It's a technique you see in every second ice-cream commercial nowadays but back then it was new. They weren't sure if they wanted to make Street Spirit the next single so I initially wrote this idea up to be used with a different song. We shot the whole thing at night in the desert outside LA. The band are hardly the most rowdy on set. They just slept the whole time. I'd have to wake them once in a while so I could film them being pushed off a chair.
They'd wake up and do it a bit gruffly then go back for another kip. In the end, I'd spent so much time filming shots of breaking glass and nuns jumping off trampolines that I hadn't got the right performance out of Thom. I had to cut the video together with black windows inserted where he should have been. But the record company liked what they saw enough to arrange for me to go to Germany a few weeks later to film Thom singing. In the end it worked out. That was the film that, creatively, got me up and running."