Eric Zimmerman, video director (Spin magazine, August 2012): There was one requirement we were given, which was we had to put the Singles (1992) poster in the video. This was at the grunge time, which wasn't about product placement. So I was like, "Well, let's burn the poster in the video - that would be rock'n'roll." So we burned the poster. A rough cut had come out, and I had to field a special call from Cameron Crowe's office: He didn't want the poster burned in the video, because it was disrespectful. I was kind of like, Well, yeah, that's the point. I had to think fast, so I said, "We'll run the footage backwards," so it looked like the poster was burning backwards. That was a minor concession. In today's world, they would have made me take it out.
Mark Lanegan told Spin magazine in 2012 that the shooting of the music video was embarrassing and he had to be fairly intoxicated to get it done. He watched the video once, made it a point to never see it again. "The thought of it still - well, if I wasn't almost 50 years old - would probably make me cringe. But I've gotten over it."