BWTV - that's Liam Achaibou and Ryan Vernava - direct a hopeful promo for Liam Gallagher, addressing issues surrounding mental health in males, for the single Too Good For Giving Up.

Representing the debilitating nature of depression and the importance of talking out, the video stars David Jonsson, best known for his role in the hit BBC drama Industry. The video opens on him dragging an oversized effigy of himself down the street, struggling under the weight of the huge structure.

As he continues his sullen journey, many ignore him. But then a few onlookers begin to lift up various parts of the structure, allowing Jonsson's character to escape from the weight of the doppelganger.

One of those who helps is wearing a Talk Club T-shirt - the men's mental health charity that Gallagher has teamed upwith for this project. And with that weight lifted off his shoulders, Jonsson’s character stands upright, as if for the first time. He wanders into a nearby pub, where he is welcomed into a Talk Club meeting.

The video’s eloquent and poignant message was inspired by Vernava and Achaibou losing a friend and collaborator several years ago, which changed the way that they view mental health issues. 

As for Liam Gallagher he has said about the project: "We all know someone affected by suicide which sadly seems to be at an all-time high," Gallagher has said, about the project. "I've lost many people far too early and it’s important to talk. I'm really pleased to be able to help in anyway with this song and will be partnering with Talk Club on this track." 

All UK revenue that is generated from the track will be donated to Talk Club for six months, an initiative that started on October 1st. Gallagher will further support the campaign by taking over Talk Club’s Twitter account to discuss mental health issues from 11am-12pm this Thursday, October 13th.

Talk Club co-founders Ben Akers and Gavin Thorpe add: “Suicide is the biggest killer of men under 50. And Liam is a hero to many of that generation. So to be collaborating with him on something that raises the awareness of Talk Club, and gets men talking and improving their mental fitness, will save lives.”