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It's been written that it was 'animal rights' inspired, which is incorrect. The song was written purely about some guys who 'pack meat' and the video was made in that light — not wanting to cast any aspersions on the workers in the meat trade — but to document the 'process' of a sheep's life in contemporary New Zealand. I guess we got carried away wrapping [vocalist] David D'Ath in glad wrap, baby oil and food colouring...
– Director Stuart Page, on website Vital