the video placed at number 2 on TIME's list of the "Top 10 Controversial Music Videos" of all time The music video was filmed in California, America. It presents a genocide against red haired people, depicting several incidents relating to the extra-judicial killing of Tamil males by the Sri Lankan Army filmed on mobile phones in Sri Lanka, some of which had been broadcast by news outlets worldwide. The video's portrayal of military force, violence and brutality met with a positive critical reception but much controversy worldwide, with some critics hailing its representation of oppression and political turmoil and others criticizing the explicit material in the video. NME ranked the video number thirteen on its 2011 list of the "100 Top Greatest Music Videos Ever Made" and the same year, the video placed at number 2 on TIME's list of the "Top 10 Controversial Music Videos" of all time.