The music video was directed by former NIN collaborator Mark Romanek, who sought to capture the essence of Cash, both in his youth and in his older years. In a montage of shots of Cash's early years, twisted imagery of fruit and flowers in various states of decay, seem to capture both his legendary past and the stark and seemingly cruel reality of the present. According to literature professor Leigh H. Edwards, the music video portrays "Cash's own paradoxical themes"