Nietzsche was a German philosopher who preached the doctrine of the “will to power” as the driving force behind society. Moral considerations were meaningless, he declared, and all members of humanity were either masters, driven to dominate others, or slaves, driven to submit. London transposes this scheme to the animal world, using Nietzschean language repeatedly to describe Buck's quest to achieve mastery and dominion over his enemies, from Spitz to the animals he hunts in the forest to the Yeehat Indians who kill Thornton. Buck is clearly a canine version of Nietzsche's superman. He is an Alexander the Great among dogs, since his will to power drives him to excel. Similarly, the audience celebrates his victories, not because he is moral but because he is mighty.
For the video, my brother Lagan Sebert and I threw the shoot together in about a week and shot it while I was on tour in Delaware. We found a bar appropriately named the Oddity Bar and called upon my Creepies to emerge from their lairs (and my touring crew from their hibernation chambers) and we pulled the shoot together last minute. Saundra Williams came down to Delaware to be part of the party. It was one of those projects where I knew exactly what I wanted and it was just easier to do it ourselves than try to explain my vision to another director. Sometimes when things are so organic and visceral they just come together and this song and video are a product of that. I was going from dancing around and screaming to checking camera angles. I loved it.