The "Beetlebum" music video was directed by Sophie Muller, and shot in Islington, London on 14 December 1996. It is a relatively simple production, combining a performance of the song in a room in a tall building with computer-generated zoom-outs from the set showing the Earth in the centre of kaleidoscopic patterns. Notably, Alex James' joint and Dave Rowntree's Coke can are censored. At the end of the video, the camera zooms out of the room and the building and shows us the surrounding area, ending with a shot of London's skyline.
In some versions of the video the line "She'll make you come" is censored.
^Andrew Smith (2002-03-10). "Interview: Justine Frischmann: Elastica limits". The Observer. The Guardian. Then, in early 1997, Blur had a hit with a single called 'Beetlebum', which, after being pressed in these very pages, Albarn reluctantly admitted to be about heroin.