Jesy Nelson stars in new 1960's themed promo

The cinematic visual is underpinned by an important message. Made in collaboration with Women’s Aid UK, it explores themes around domestic violence and offers support to anyone who may find themselves in an abusive relationship.

Produced by Untold Studios, the video is set in the dark underbelly of London’s East End in the 60’s and captures a raw and turbulent love story between Jesy and Sid, Jesy is the perfect 60’s housewife whilst Sid battles with addiction and infidelity. Viewed through a retro-tinted lens, it's an all-too common depiction of a woman lost in love and dedication for a spouse she hopes will change, and the haunting solitude of a person tormented in a dysfunctional relationship. The unsettling closing scene shows the true reality of domestic abuse and features a powerfully emotional performance from Jesy.

Untold Studios Director and Creative Director Charlie Sarsfield explains, ‘The storyline is centered around a topic that was close to Jesy’s heart and reflects some of my own experiences growing up too. We both felt this story suited the aesthetics of the 60’s. We leaned into films like ‘Legend’ for inspiration and really drew from that era in terms of styling and art. I was focused on creating cinematic scenes that you wouldn't normally find in a music video to really immerse viewers and transport them to London’s East End in the late 60’s. It was a pleasure to work closely with Jesy on this.”

Collaborating with Women’s Aid on the narrative of the visual, a spokesperson adds: “We thank Jesy for using the music video for ‘Bad Thing’ to signpost support for women who may be affected by domestic abuse. Jesy’s video shows her character not explicitly leaving at the end, and we know from our work with survivors of domestic abuse that this is a reality for many with as many as 1.7 million women experiencing domestic abuse in the UK and Wales last year alone. Jesy’s video highlights that it is not easy to leave an abusive relationship and for women using our network of services across the country, the average length of time in abusive relationships before leaving is just over six years.