The video - which was shot by Melina Matsoukas, who also directed her track Rude Boy - pokes fun at the media, and opens with a press conference scene where Rihanna, dressed in a newspaper frock, gives an interview from behind a plastic sheet, while reporters scribble away with ball mouth gags on.
The red-haired singer is also seen eating fruit seductively, writhing around in latex stockings and suspenders, and even dressing up as a latex Playboy bunny - including the hopping action!
What do you think of the new video? Tasteless or arty?
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