Feel Good Inc. - Music Video

Music Video

This video was a departure from those previously done by Gorillaz. The coloring was rather dark and layered, as opposed to flat and minimally-shaded as it had been in earlier videos. Moreover, the integration of computer-generated imagery and two-dimensional animation was much more seamless than it had been for most past Gorillaz videos and Gorilla Bitez. In commentary for the video, Russel admits that "...they must be real good, 'cause I can't tell which bits are animation and which bits are real". At the beginning of the video, while the camera is rising up from the Feel Good Inc. tower, a sample of the Spacemonkeyz dub of "Clint Eastwood" entitled "A Fistful of Peanuts" can be heard. Also, as 2-D yells into a megaphone, a duck head is seen inside of the megaphone. Two of the main themes of the video are mental freedom and the "dumbing down" of mass culture by the media. There are also the themes of escape versus imprisonment and the personal power to choose between the two and being trapped by the things you make. The themes in the single, like those of the entire album, are based on Albarn's observations on the state of the world. 2-D is depicted surrounded by many distractions, but as he gazes out the dusty, barred windows, all he appears to want is to be free and join Noodle on her floating island. The tower represents the mental prison that the people are in. Those lying on the floor represent those who have already been "dumbed down", while 2-D, Murdoc, and Russel are the ones who have awakened. 2-D is trying to wake all the people from their half-dead state by yelling at them through his megaphone, like an activist.

According to Noodle, in the band's audio commentary of the video in the Demon Days limited edition album DVD, the island represents mental freedom and escape. She also commented that the floating island was "inspired by a lot of Japanese animation with the colors, the textures, and the tones". Jamie Hewlett admitted in an interview that the inspiration for scenes from the video came from Hayao Miyazaki; specifically, the windmill-powered landmass, which has been compared to that of Miyazaki's Castle in the Sky. The island represents a place in a person's mind where one could go to if it were not for the fear instilled into them by the constant and unrelenting bleakness of events in the world. In addition, it also represents a note of optimism and a memory of a simpler time, as if it were an image of an older and more dark world with "anarchy" and "turmoil". In fact, according to the commentary, they wanted to "make the island seem as if it sprung from the mind of a child". The floating island is chased by ominous helicopters that closely resemble Korean War era Bell H-13s as it drifts through the clouds. The helicopters chasing after the floating island are monitoring the behavior inside and ensuring that no one escapes. It is unclear whether they are preventing Noodle's escape or are chasing her away. Back in the tower, De La Soul appear as ghastly, larger-than life, seemingly omnipotent images on surrounding television screens, laughing at the lonesome 2-D, the content Murdoc, and the seemingly ambivalent Russel. Through their singing, they taunt 2-D about how he is not strong enough to fight them; that his attempts to wake everyone up and to escape the prison are futile; that he should not resist them; and that they are the ones in control ("With your sound you're in the blink/ Going to bite the dust/ Can't fight with us/ With your sound you kill the Inc./ So don't stop get it, get it/ Until you jet ahead / Yo, watch the way I navigate, ha ha ha ha"). Their taunting also forces 2-D into a wild, hypnotic frenzy as he tries to resist the now-carnal urge to succumb and be dumbed down. They represent both the voices of the "corporation" — the media, which can brainwash people into believing certain things and convince people to follow the mainstream — and the "false icons" of the media, a reference to how some people seem to idolize and over-emphasize celebrities. This can be seen most especially in the fact that they claim 'Your sound' (individualistic thoughts) will 'Kill the Inc' (destroying the tower). Noodle stated: "Many people in life seem drawn to the more insane figures, who throw their weight around, seemingly oblivious to the effect that they have on people's feelings. Maybe they see this attribute as a sign of strength. However, I believe it's a downward spiral in which everyone gradually has their soul eroded." This is part of the band's Reject False Icons campaign. At the end of the video, 2-D appears emotionally beaten by his surroundings, and returns to the state he was in when the video began, repeating "Feel Good" until the video finally ends (in an exact reversal of the intro, apart from the movement of 2-D's mouth). The repetition of "Feel Good" represents that 2-D is convincing himself that everything is OK (as if he is brainwashing himself to believe it), instead of facing the harsh truth of the situation. The music video for "El Mañana" is a continuation of this video, depicting two helicopter gunships, this time being RAH-66 Comanche's, different ones from the Bell H-13's from the first video, catching up to Noodle's floating windmill island and attacking it, although nothing is seen of the tower nor the other three band members. The impression is that Noodle's island is under observation while orbiting the floating brothel in "Feel Good Inc." and then attacked when it breaks free in "El Mañana".