The promo was directed by Clive Richardson during the 'Black Celebration' tour in Dublin, Ireland. Richardson had previously directed a number of promos from 'Everything Counts' through to 'Blasphemous Rumours'. In some respects he drew the short straw with this commission, having to film it while the band were on tour and deal with the restrictions that brings. It was the last before the long association between DM and Anton Corbijn began.