Drums frontman Jonny Pierce explained the song's meaning: "I've never had much of a drive to build an empire or much less a retirement fund, simply because it's a lot of shuffling about for nothing," he said. "In the end it's all for nothing. Some days this hopelessness chains me to my bed."
"But, there are other days where I find myself almost blissful because if there is no point, then there are no rules and you can be whatever and whoever you want to be," Pierce continued. "It's maybe the only true hope one can cling to (if you're serious) and you can only find it deep in the folds of Utter Hopelessness. That, my friends, is what 'I Can't Pretend' is about. No rules - get to it. Love who you want! Do what you want!"
The song's music video finds The Drums performing in several locations including an aquarium, a ballroom full of balloons and a front lawn. The clip was directed by the BRTHR team (Iggy Azalea's "Bounce," Foster The People's "Coming of Age.") Jonny Pierce said of the promo: "Anyone who has ever worked with us knows that Jacob and I are control freaks when it comes to our visuals and so we were pleasantly surprised to find the trustworthy duo BRTHR. It was the first time we completely let go and let someone else take the reins on a music video. They have exquisite taste and brought the magic of nature to the forefront - an important pillar of the song."
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