The video was directed by Kevin Godley, who with his creative partner Lol Creme, had made a number of groundbreaking videos, including Herbie Hancock's "Rockit
" and Frankie Goes To Hollywood's "Two Tribes
." For "Even Better Than The Real Thing," Godley had camera rigs built that could revolve around each member of the band, creating a constant and unusual motion. They called it "the wheel thing."
Godley also mixed in quick shots of advertising ephemera, including slogans and product shots, ending with a title card reading "WATCH MORE TV." By the end, the viewer has been assaulted with a barrage of constantly moving images, making the point that long exposure to overstimulated media and be harmful to your health. It tied in with the Zoo TV concept.