The band wanted the single to reflect on the recent devastation caused by the riots in London and had strong, clear ideas about how that would be achieved. The shoot took place in November 2011 in Croydon, at the heart of the confrontation, and featured local hero Maurice Reeves, owner of the furniture store which was famously destroyed during the riots.
The finished video has been well received by 'Archer' fans, having already clocked up over 140,000 views on Youtube and has received significant interest due to its attachment to the rioting.
