James Chappell directs a high concept, colourfully dystopian promo for Ruel's I Don't Want To Be Like You. 

Reeling from the fourth wall-breaking realisation that he is the main character in his own reality show, Ruel tries to escape from a horde of oppressive blue minions.

Inspired by Ruel's favourite film The Truman Show, this sets the stage for the ultimate showdown of defiance - a game of chicken featuring Man vs Car.

Slick, idiosyncratic and beautifully shot, it's a punchy promo trimmed of any fat, with a captivating performance at its core.