The video is set in a dream of Dizzee Rascal's after he falls asleep while watching TV, bored of the programs on it. The video parodies The X Factor as "Flex Factor" (though the video censors the "X" logo of The X Factor, which was on the TV Dizzee was watching). It features Reggie Yates as one of the three judges along with a woman and Dizzee Rascal. Rapper Mike Skinner of The Streets also features in the video as one of the performers, along with Peterborough United footballer Gabriel Zakuani and magician Dynamo. Instead of singing as on The X-Factor contestants, including Dizzee, dance on the Flex Factor - but all are considered bad by the judges apart from two girls dressed in black, who end up winning. Each girl kisses Dizzee on both cheeks at the end of the video, which then Dizzee stands up from his seat, pulls his pants up, and goes backstage with them, which Reggie later follows him. The video was directed by co-creator/director of Fonejacker and Facejacker, Ed Tracy.