Placebo - Pure Morning HD

What this video is

Released August 1998 as the lead single from Placebo's second album Without You I'm Nothing, Pure Morning arrived at the peak of the post-Britpop reconfiguration of UK alternative rock. Placebo occupied a unique position — too androgynous and darkly theatrical for mainstream pop, yet too melodically accessible to remain underground. The video's urban crisis narrative, shot on London streets with a quasi-documentary…

Why it matters

A landmark of late-90s British alternative rock video production, Pure Morning exemplifies the post-Britpop pivot toward cinematic narrative-driven music videos. Its slow-motion urban realism and gravity-defying finale influenced a generation of UK alt-rock visual aesthetics. The single remains…

The director

Nick Gordon is a UK-based music video and commercial director, represented by Academy Films at the time of this production and later by Somesuch. His music video credits include Pure Morning by Placebo (1998), Brown Paper Bag by Roni Size (1997), Moving by…