On November 21 , 2013 , Eminem tweeted the trailer for the music video , directed by Rich Lee , and announced it would be released on November 27 , 2013 . On November 27 , 2013 as scheduled , the music video was released on Vevo at 12:00 pm ET . Eminem parodied Max Headroom in the music video . There are also references to '' The Matrix '' , '' The Walking Dead '' , '' Hellraiser '' and the video games '' Pong '' , '' Portal '' and '' Super Mario Bros. '' in the video . The video received three nominations at MTV Video Music Awards 2014 in the categories " Best Art Direction " , " Best Editing " , " Best Visual Effects "
MTV Video Music Awards 2014
2014 MTV Video Music Awards
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