It's going well for fledgling directing unit Raph Emile and up and coming pop singer Will Joseph Cook - with their previous collaboration for Take Me Dancing receiving a nominatation in the Best Pop Video Newcomer category at this year's UKMVAs. Now here's their third collaboration, in which our hapless singer-protagonist is ultimately swallowed up into a dystopian world of television clichés.

At first, we simply see a bored Will getting in bed and turning on the TV. And yet there he is as well, staring back at himself, dressed up as a news anchor. Then, as a robot in space. Then a show host of a puppet show.

And so it goes on, as poor Will starts progressively loses his grasp on reality. But that just makes for another fun and entertaining video in which Cook shows himself to be an adept on-screen performer.