Directed by Melina Matsoukas ("Hard," "S&M," "Rude Boy," "Rockstar 101"), the clip features Rihanna and British model/boxer Dudley O'Shaughnessy in a drug-fueled love affair full of lusty moments and heated fights. In the end, Rihanna walks away from it all, unable to deal with the pain of that lifestyle. The buzzy video certainly had fans talking. "This video reminds me of Sid Vicious and Nancy [Spungen], maybe not as bad as how Sid and Nancy were with each other but pretty intense," Cristian noted in a comment.
"This video is beyond anything I've ever experienced," Kirsten said. "It stuns me from beginning to end, lighting this fire inside of me I forgot was there. The passion oozes out of the screen while this video is playing. Brilliant, just brilliant." "Yes I Totally Agree Rihanna is fast becoming the new Madonna," Kyle added. "She pushes the envelop and gives us something to think about however uncomfortable it may be. Hands down, this is one of the best videos I've seen in a while. I guess I need to come out of my closet and show her some love openly."
While many fans commended Rihanna for her cinematic clip, it was hard for some not to note its depictions of domestic violence and drug use. "This video sends out the wrong message," Deshea wrote. "It's very graphic, nothing that they're doing is love, it's lust!"
In the opinion of some commenters like Kevin, the video should stand without any judgment. "The video is real and I think ppl need to stop judging her and let her do her thing," he said. "Music is supposed to provoke and invoke and that's just what she's doing. Stop hating on the things you don't understand. Ppl are only out to judge. I ain't a fan of hers but I don't hate on her either because she's a talent and she should be appreciated for the work that she does."