"I Lust U", Neon Neon's brilliantly blasé future pop ballad (featuring Welsh songstress Cate LeBon) came out last week on Lex Records, taken from their album Stainless Style. Inspired by the life and loves of infamous 80's playboy engineer John DeLorean, the collabo record from Gruff Rhys and Boom Bip also features Fab Moretti from The Strokes, Yo Majesty and Spank Rock.

Danish director Klaus Thymann, who's made the video for "I Lust You", opens his treatment for the celebrity-baiting video with two facts:

1. Jellyfish lack basic sensory organs and the body of an adult is made up of 94–98% water.
2. Simon, the game unit with four colours was invented by Ralph H. Baer in 1978. The slogan was: "Simon's a computer, Simon has a brain. You either do what Simon says or else go down the drain."

Dazed Digital: Was the jellyfish the first idea you had in regards to the vacuous celebrity?
Klaus Thymann: No not really, I thought about this for quite some time. I think it was the element of love in the song which brought me towards the jellyfish, and then from there the connection is obvious. They can't move on their own, they have no brain and the one in the video can also be programmed to say what the producer wants – like the PRs for celebs. And finally the paparazzi kill the jellyfish in a crash, just like Diana.

DD: What do you think about the concept of Neon Neon?
KT: I really like Boom Bip's music and this was a new sound, it's more glam and fun. It's also sounds more electro which is why I included shots like Gruff and Cate backlit with light in synch with the music. It's a great to have a concept as original as this. It allows them to put hip hop, electro, pop and disco together and it still makes sense as an album.

DD: How did you find Boom Bip's acting prowess?
KT: He is very good. We did a little bit of rehearsing but he is great. Also I think it helps that the story is written with him in mind.

DD: And the cameo performance from Brother Reade's Jimmy Jamz?
KT: Jimmy was really good. I have to say that I was impressed with how they managed to be on the right marks and do the exact same gestures when we were filming from different angels. This gave me a lot of choice when editing.

DD: Were there any alternative ideas that you were playing around with for the video?
KT: As the theme of the track is so catchy, I had the idea of all of them jumping round - a giant Simon Says - a pure performance video, but I thought it would quickly become boring to watch.