 The concept for the video included a dark twist, but the label said that, from a marketing point of view, "this would push the 'Take That' fans away because Mark Owen is like "the boy next door"".Owen, however, praised her idea and even said that the idea "wasn't dark enough" and put the idea forward of him being dead at the end of the video.When the idea aroused to the label, however, they were against it and tried to convince the director that they want Owen to maintain his original image.