 It was directed by Jonas Åkerlund, who is well known for his work with artists such as Madonna and Christina Aguilera.The video uses an unusual filming technique, where the camera is attached to a frame worn on Blunt's upper torso and is focused on his face throughout the entire video.It was released on 1 November 2007 on the website of "The Sun", a British tabloid-style newspaper, and on MSN.