Music Video
The music video (directed by Walter A. Stern) focuses on Ashcroft lip-synching the song while walking down a busy London pavement, refusing to change his stride or direction throughout (oblivious to what is going on around him), except for one instance where he is forced to stop for a moving car and you see a reflection of him standing stationary in the cars window. He repeatedly bumps into passers-by (causing one young woman to lose balance and fall), narrowly avoids being hit by a car, and jumps on top of the bonnet of another vehicle stopped in his path (the driver gets out of her car and proceeds to confront him, while he continues unflinchingly). At the end of the video, the rest of The Verve join Ashcroft, and the final shot sees them walking down the street into the distance. This then leads into the beginning of the video for "The Drugs Don't Work". The music video was nominated for a number of awards, including three MTV Awards at the 1998 MTV Video Music Awards.
Ashcroft starts walking from the southeast corner of the intersection of Hoxton and Falkirk Streets in Hoxton, North London, subsequently proceeding north along the east side of Hoxton Street. The "pavement journey" format was inspired by the music video for the Massive Attack song "Unfinished Sympathy", in which Shara Nelson sings while walking through a Los Angeles neighbourhood. The British comedy band Fat Les would later release a direct parody for their 1998 song "Vindaloo"; Paul Kaye takes the role of an Ashcroft look-alike who is mocked by a growing group of passersby as the video progresses.
Read more about this topic: Bitter Sweet Symphony
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