With her second ever video, director Kezia Barnett established herself as a major industry talent. Buck It Up won Best Group Video at the Juice TV Awards 2004. "I went to art school with Rodney. At one school ball he was the Queen of the Ball and I was the King! The video idea was influenced by my brush with death and hospital stay earlier that year. Needless to say I was delirious and had visions. You can see the band pop up throughout the video - especially Rodney." Kezia Barnett - March 09
The darkly arresting imagery of this Fanatics video — featuring leather clad models marching in robotic unison — was almost not to be, according to director Mark Albiston. "The band said 'do what you want — but no models'. I said 'what if we put them in jars'? They said...'mmmm... ok'." This swift negotiation lead to an industrial setting (the generator room under Wellington Hospital), with an army of models being baptised, energised and commercialised. The song was later used as the opening theme for New Zealand's Next Top Model.