A small family gathering descends into madness in Swedish directing duo BABYBABY's promo for Superintendent McCupcakes.

In the video, McCupcakes (real name Tony) loses consciousness and is brought back, time and time again, to an increasingly weird and uncomfortable reality, with the help of a trigger-happy paramedic armed with defibrillators.

The desaturated, filmic aesthetic contrasts the absurd mayhem of the concept, and the ending scene feels more suited to a contemporary horror chase scene than a music video - and that's the brilliance of the video.

"It’s been years since we made a music video, and the ideas were starting to pile up," say BABYBABY. "So we wrote a script with everything we were into at the moment: Dutch techno subcultures, yuppies, 90s IKEA catalogs, awkward family photos, smiling people crawling, smiling people running, smiling people sliding off sofas, etc, etc.

"The label said 'great, you go do your thing'. And so we did."