April 2009 – ‘3 am’ –
Aftermath, Interscope, Shady
On Shade 45, Eminem announced that shooting for the video had been entirely complete and was shot in Detroit at 3 am with director Syndrome (who also worked on the video for "Crack a Bottle"). It premiered on Cinemax, May 2 right before the movie The Strangers. It follows Eminem playing a serial killer who is escaping from a rehabilitation clinic and killing everyone who might try to stop him.
The video takes place at Popsomp Hills Rehabilitation Center (read: Pop Some Pills) in Detroit, MI; the name of a fake rehabilitation clinic, which serves as a viral campaign for the release of Relapse."
The music video shows innocent murder victims laying bloody, beaten and helpless after what seems to be a killing spree performed by Eminem's alter ego Slim Shady. The song and video suggests that it has a Dr Jekyll and Mr Hyde theme, being Eminem as the good side and Slim Shady as the evil side. Slim Shady roams the halls of Popsomp Hills at 3:00 am and violently slaughters members of the staff on duty and warns the audience: "It's 3 a.m. and here I come so you should probably run." Eminem is also shown watching the music video to "Crack a Bottle" on a television, which is also directed by Syndrome.