A video for the song was shot in Joshua Tree and directed by Paul Minor, whose previous music promo work included "Starlight" by Muse. After a number of images were placed on photo-sharing website Flickr, the video in its entirety was added to iFilm on September 26, 2007, a full three months after the single's European release. The video itself is a trailer for a fake movie entitled "3's & 7's" and is shot in a similar style to the exploitation films of the 1960s and the 2007 film Grindhouse. Two versions of the video exist. The first version of the video contained full-frontal nudity. This version was then re-edited to remove all nudity, and the first version was then replaced with version two.
The pre-version of the song that was uploaded to the band's Myspace page features different vocal notes during the first half of the bridge, and different lyrics in the second half.
The lyrics that appear in the Era Vulgaris version are:
What'd you do? Say it with a smile, boy
Making us all forget
What'd you do? Say it with a smile, boy
Making us all forget
Making us all forget
Making us all forget
And the pre-version's lyrics are:
The truth has always had three sides:
Mine, yours and how it went
The truth has always been a lie
But I’m never telling it
Making you all forget
Making you all forget
I swear to God