No one will ever accuse Rage Against The Machine of being subtle but that’s the point. Rage rarely is.
This video for this song, with its white background and exploited workers, is a parody of the peppy GAP commercials that were popular in the late 90s. “Everybody in Denial” was a play on GAP’s slogan at the time, “Everybody in Khaki.” The sweatshop workers seen in this video were all members of the UNITE! union.
The video was directed by Honey, the husband-and-wife team of Nicholas Brooks and Laura Kelly.
Like many anti-capitalist, protest songs, Guerilla Radio later turned up on the soundtrack of several video games, including Madden and Tony Hawk’s Pro Skater, where it was probably enjoyed by people who had absolutely no idea what the song was actually about. (I remember being amused when American Idiot used to play during one of the Maddens. It was the radio friendly version, of course.)