Synopsis

A routine police stop takes a bizarre turn when a hard-edged officer is exposed to an unknown substance and begins a chemically induced transformation. As his behavior becomes increasingly euphoric and erratic, the stern figure turns into a lovestruck, lip-syncing performer, blurring the line between authority and intoxication. The video combines deadpan comedy, surreal body horror and low-budget street realism, building toward a grotesque visual payoff that makes the song's promises of self-improvement feel deliberately unreliable.

Factoids & Trivia

• Tinie Tempah does not appear on screen. The track came from an earlier mixtape, and his unavailability led to the idea of having a policeman mime the lyrics instead.

• The lead officer is played by James Hyland, who also contributed dialogue to the video. The cast includes Damian Le Bas as the rookie cop and the performers known as 10Foot and CUT.

• The production was made on a reported budget of around 700 pounds, making its practical locations, makeup work and visual effects especially economical.

• The bulging-eye transformation was created by visual effects artist Morgan Beringer. The effect was inspired by the exaggerated eyes used in an older anti-drug-driving advertisement.

• The video was produced by Studio MURMUR, with post-production and color work involving The Mill.

• It won Best Urban Video - Budget at the 2011 UK Music Video Awards.

• It was also named Best Music Video at the 2012 London Independent Film Festival and was selected for the 2012 London Short Film Festival.

• The clip became an early breakthrough project for its creative team and helped establish a reputation for unusually comic, unsettling and effects-driven music videos.