A news clip from the early '60s is on TV. In it, police have just arrested a horde of people on kidnapping charges outside a sleazy motel somewhere in the heart of Texas. Newscasters and cameramen are being pushed around as police in cowboy hats attempt to sort out the details of the crime.

At least that's what you think you're watching, until the ringleader shows up - Butthole Surfers lead singer Gibby Haynes. The kidnapping victim is a giveaway as well - he's none other than CHIPS icon Erik Estrada.

Directed by Gavin Bowden of Original Film here, the video for the song "Pepper" is filled with kitschy symbolism that serves to make fun of the '60s and '70s retro craze. "I really wanted them to kidnap Dick Clark, but he wouldn't do it," Bowden said. "Then we just decided to get anyone who has done an infomercial or has a show in reruns. There's so much retro '70s stuff on TV, and I was really bored with it. I thought it would be nice if the Butthole Surfers were seen trying to remove some of it."

The idea for "Pepper" came about when Bowden and Haynes "spent one morning talking about TV; how every reference [Haynes] has comes from TV, how he liked the old cop shows.

"A lot of directors had written concepts, but Capitol Records wasn't happy with any of them," explained Bowden. His initial idea, that "the police would raid the hotel and find the Butthole Surfers producing pornography" was nixed by Capitol as well, which, he said, "felt it was a subject not suitable for MTV."

"Pepper" opens with a graphic informing viewers that a hostage situation is taking place downtown. News teams and police are then seen arriving on the scene. General chaos ensues as everyone converges in the room where Estrada had been held by the alleged kidnappers. Police gather evidence as reporters interview the suspects, played by Haynes and other members of Butthole Surfers.

The newsreel segment, which used 16mm black and white, was shot in a rundown home adjacent to the Pink Motel here. The actors were crowded into a small living room while a cameraman followed the action. When the room became too crowded, Bowden would instruct some of the actors portraying police to throw a few people out, which he also would shoot. "It became an improvisation," Bowden said, "with the camera just another person in the room fighting for space."

The newsreel is broken up with '60s-looking color footage, also shot in 16mm. These segments include the band performing in what appears to be an American Band-stand-style TV show (with band members wearing matching ties and sports jackets) and shots of vintage cooking and variety shows. Some of these color segments have a sardonic edge, like a scene in the cooking show, where an attractive blonde (read: Nicole Simpson) holds up a glass of orange juice.

Another symbolic touch is an ever-present can of corn that Estrada and some of the police are seen eating. According to Bowden the corn represents what's wrong with MTV today: "It's a reference to the way videos are made; how [directors] have to have this shot and that shot - how they're spoon-feeding images to the audience."

British born Bowden's directing career began in earnest only a year ago, when he lensed several clips for the Red Hot Chili Peppers, a band he met very early on in their career. (Bowden is now married to the sister of bassist Flea). He also directed a documentary on the Chili Peppers called Funky Monks a few years ago, and is currently at work on a more elaborate, detailed piece about the band. He recently directed their clips "Aeroplane" and "Warped."

Bowden said that while the "Pepper" shoot was a fairly easy one because he knew what we wanted, it was plagued with problems from Capitol Records execs, who Bowden said were constantly demanding changes and revisions. He credited his rep Lanette Phillips from keeping him from walking off the project.

"I was very sure about how everything should look and be carried out," said Bowden. "Plus, it was one of those rare jobs where you actually have a few weeks to prepare."