White conceived the idea of this song from a conversation he had with his daughter. In an interview with NME, he explained, "My daughter asked for a snack, and I said, 'What do you want to have?', and she said, 'I think I'll have 16 saltine crackers.' And I said, 'You'll have three!' At times I imagined that character was eating cracker rations on a lifeboat and he's remembering all these other things."
In the music video directed by AG Rojas, White sits on a windowsill with his hands tied in front of him with rope as two men painted white surround him while a boy painted in blue watches. The video also contains various clips of children doing random activities and ends with Jack White then tied up in a vehicle that the boy painted in blue is about to set on fire, but the video is cut before any fire is seen.