The accompanying music video was directed by Jonas Åkerlund, who had previously helmed Madonna's "Ray of Light" clip in 1998. It stars Madonna, her longtime backup singer Niki Haris and her personal friend, actress Debi Mazar, as well as comedian Sacha Baron Cohen as his famous character Ali G. Madonna became a fan of the comedian after watching his Christmas special, "Ali G, Innit" (1999). When the video was planned Madonna thought that Baron Cohen "would be great in it", although it was confirmed that he was not going to be involved in the musical aspects. Åkerlund stated that originally they intended to have American comedian Chris Rock in the video. Since Baron Cohen was not known in the US at that time, the director showed everyone clips from "Da Ali G Show" so they could see the Ali G character.