The guitar Reznor uses in the video is a Jackson Dinky. It is first seen in first chorus, when Reznor, appearing to be dirty like the other band members (he had long hair and wore gritty clothing during production), bangs his head twice while singing the song. He does not use the guitar for the climax of the video, where wires tied to him slowly pull him up, leaving the frontman spinning upside down. At the same scene, Vrenna destroys his drum kit by throwing a bass drum of Atkins' drum kit towards the object. At a shot occurring prior to that point, broken Zildjian cymbals and a drum machine can be seen as parts of Vrenna's kit.
There are images that are shown for a few frames like "HEAD", "16 SOUND START", "S M P T E UNIVERSAL LEADER" and "PICTURE". Other images included a white dot set against a black background, a mirrored presentation showing the words "REEL № PROD № PLAY DATE" colored in yellow, one with the words "PICTURE START", and a frame consisting of "C C F F" placed near an outlined ring. The latter screen had an alternative version that was accompanied by a white number 3, also seen in the video. There are also visuals of four incomplete rotating mechanical models of human heads; one with film stills, another with a modified motherboard and other technology, the purple, wired, head with a blue screen showing an eye and various computer hardware, and the last containing blue skin, orange-pupil eyes, and a lightbulb. The former two were filmed in black and white, while the latter two in full color. All four are shown intercut with shots of people spinning baseball bats.
Live performances
The song has been the encore for most NIN shows (especially the Pretty Hate Machine Tour Series), or the last song before the encore if an encore took place.
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