I have never been a fan of Eric Prydz. His cheesy chart topping hit Call On Me was a large part of the mainstream house phenomonon that inspired millions of jocks worldwide to embrace tight jeans and bright coloured t-shirts. Rumour has it the provocative video made the notoriously randy British Prime Minister Tony Blair quip, "I nearly fell off my rowing machine".

That was 2004. Last December, Eric Prydz released his new single sampling Pink Floyds Another Brick in the Wall, aptly named Proper Education. Why do I care? I was enjoying some catharsis in watching Saturday morning television when the music video for Proper Education came on. It starts off like any strange black & white British commission flat film clip (trust me, there are quite a few), but came into it's own when the 'troubled youths' started to do some strange things...

If you're like me and not so keen on the tune, turn down the volume and turn up your own music.



What I love most about this clip is how it is subtly making the mission to save energy 'cool'. It's almost a little bit bizarre to see these kids doing something good in a dodgy way. I'm definitely not one to endorse shock tactics when it comes to environment-anarchy, but switching peoples light bulbs without them knowing seems harmless enough.

The video was directed by Marcus Adams, who has made a couple of feature films. Adams and Prydz collaborated with Global Cool to decide what the kids would do. Global Cool is a British initiative run with generation y set firmly in their targets. Not only did they help with content for the video, they helped make the release of Proper Education carbon neutral.

At the end of the video when the troubled youths triumph by spelling "SWITCH OFF" on the side of a building, the powerful tagline appears: "You don't need an education to save the planet". What a great line. It is a huge pity though, that Channel Ten decided to cut it out of their programming.