Sigur Rós are an Icelandic post-rock band with melodic, classical and minimalist elements. The name is Icelandic for "victory rose" and is pronounced "see oor roce". The band is known for their ethereal sound and lead singer Jónsi’s falsetto. Some of the band's contemporaries include múm and Amiina; both of which hail from the same creative and vibrant Icelandic post-rock music scene.
Directed by Floria Sigismondi, the music video shows a post-apocalyptic world in which children, attending school, get ready to go outside and play in the nuclear snow. The children, after putting on many layers of clothes as well as ominous gas-masks, go outside to play. The play of the children is characterized by fun, and destruction of the old world from which they came. The final scene shows a little girl breaking her gas mask and dying in the nuclear snow, finally seeing the world for its true beauty outside of the glass confines the children have been forced to use. The video won the "Best Video" award at the 2003 MTV Europe Music Awards in Edinburgh, Scotland.