▁eat ▁at ▁the ▁same ▁time , ▁only ▁to ▁result ▁in ▁him ▁having ▁a ▁heart ▁attack ▁and ▁dying ▁in ▁the ▁middle ▁of ▁the ▁road . ▁ ▁His ▁spirit ▁r ises ▁to ▁heaven ▁where ▁ang els ▁show er ▁him ▁in ▁fast ▁food ▁but ▁after ▁a ▁while ▁the ▁ang els ▁turn ▁into ▁dem ons ▁and ▁begin ▁h ass ling ▁him . ▁His ▁spirit ▁returns ▁to ▁his ▁body ▁and ▁he ▁w akes ▁up ▁with ▁the ▁fast ▁food ▁lying ▁next ▁to ▁him . ▁He ▁takes ▁a ▁b ite ▁of ▁the ▁bur ger ▁and ▁wal ks ▁off , ▁much ▁to ▁the ▁disapp ro val ▁of ▁the ▁on looking ▁band . ▁ ▁In ▁the ▁making ▁of ▁the ▁" Ke ep ▁It ▁Simple " ▁video , ▁keyboard ist ▁A aron ▁described ▁the ▁heaven / hell ▁part ▁as ▁sign ifying ▁that ▁fast ▁food ▁is ▁quite ▁literally ▁heaven ▁and ▁hell ▁for ▁you . ▁ ▁Crit ical ▁reception ▁An ▁ind ie Lond on ▁review ▁of ▁the ▁album ▁stated ▁that ▁" Ke ep ▁It ▁Simple " ▁" b oun ces ▁sh immer ing ▁piano ▁hook s ▁off ▁cr unch ing ▁r iffs ▁and ▁more ▁strings ▁to ▁create ▁another ▁g idd y ▁treat ." ▁Ian ▁C ohen ▁of ▁P itch f ork ▁Media ▁thought ▁that ▁" Ke ep ▁it ▁Simple ", ▁along ▁with ▁two ▁other ▁tracks ▁from ▁the ▁album ▁sound ed ▁" like ▁Pav lov ian ▁bis cu its ▁of ▁ph ony ▁popul ism ". ▁Cl ash ▁described ▁it ▁as ▁an ▁" ep ic ▁heart break ▁anth em " ▁and ▁" a ▁mel anch ol ic