The end of the tunnel

With their second album recently out British indie rockers The Hours are marking territory with a new music video that surely wont pass unnoticed.

The band's founding members Antony Genn and Martin Slattery are both in many ways music industry veterans. Genn a former producer and Slattery an established pianist and keyboard player both used to work in collaboration with the legendary Joe Strummer, formerly of the Clash, back in the late 90's.

But it wasn't until they went to a Radiohead concert a few years back that sparked them to take direction of their own. Genn lamented that 'if he had one regret it would be never playing in a band of his own that reached that level.' The week after they went into the studio and he rest is history.

Releasing their first album in 2007, the hours have acquired steady recognition with their polished arena-worthy anthems with piercingly raw undertones.

The video created by American History X director Tony Kaye in collaboration with art-force juggernaut Damien Hirst, stars actress Sienna Miller, as a mental patient running around in a hospital gown, inside the Prada store on Bond Street of all places.

Shopping at full-price can surely be a nerve-wracking experience.