When Corbijn presented the concept of the video to the band, which at the time was simply "Dave dressed up as a king, walking around with a deck chair", they initially rejected it. They changed their minds, when he explained that the idea was that the King (Dave) represented "a man with everything in the world, just looking for a quiet place to sit"; a king of no kingdom. Andy Fletcher jokes that he favoured the video because " only had to do about an hour's worth of work".