Meanings and Readings

• Directed by Dan Sully and shot by David Johnson. 
• According to Goodwin's theory, this video is amplification of the lyrics as it shows the band singing about a seductive woman and in the video Daisy Lowe is an erotic dancing girl in a gentlemen's club. 
• The video conforms as it has some of the typical codes and conventions of a pop video including fast editing, jump cutting, low key lighting, enigma code, iconography, sex appeal and diversion. 
• However, there is live performance with lip syncing but the way it's done subverts the typical pop video as none of the band directly address the audience which decreases engagement. 
• The narrative is unclear throughout and the whole thing is riddled with enigma, giving an implicit and subtextual meaning as the viewer is left to make assumptions and it is not all that explicit. This is the dominant reading of the text; A collection of shots involving gang warfare, a dancing girl and a band but the story is a mystery. 

• Directed by Example & the Chambers Brothers
• According to Goodwin, this video is an amplification of the lyrics as the narrative is partially derived from them.
• The dominant reading of this video is that the protagonist goes on a night out for his birthday and leaves his pregnant girlfriend at home without calling which causes her distress as she cooked them dinner. The narrative is very explicit and not much is left to the viewers imagination.
• Typical codes and conventions of a pop video that are used include; shot variety, rhythmic editing (which is very obvious as on every beat in the chorus there are constant jump cuts and it also represents the fast party lifestyle being portrayed), stereotype of the different genders that conform, and promotion as the woman is shown wrapping up Skream and Example's CDs as a present. 
• However, like the above video, the audience isn't addressed by the artists although they are briefly featured. It is a cameo appearance.