Music Video
The promo was shot by production company Squeak Pictures in Los Angeles in October 1999 and directed by Honey, i.e., the husband-and-wife directorial team of Laura Kelly and Nicholas Brooks. The video which, among others, touches upon the exploitation of garment workers, parodies the popular late '90s Gap commercials directed by Pedro Romhanyi. These ads featured attractive young people singing songs while against a white backdrop, wearing Gap clothing. The phrase "everybody in denial" (the 'denial' being Gap brand leather, vests, etc.) then flashes loudly across the screen.
The video begins with bland, generic, elevator music music being played. There are shots of sweatshop workers (UNITE! union members playing themselves) at their tables, against a white backdrop. Shortly, the phrase "everybody in denial" is flashed on screen. The band is then seen standing against a white background, calmly playing their instruments. As the song picks up, pictures are seen of a man putting money from the workers in his pockets, taking a girl away from her mother, and the band playing live in a dark, strobe-lit room.
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