The video lasts 3 minutes and 47 seconds, was made in widescreen format, and appears to have been produced entirely with a green screen. It was uploaded on Valentine's Day 2007 to YouTube and Google Video. The song was produced by Giorgio (Mike Stasny).
Samwell said in an interview with KROQ-FM that the opening image is "not a cross, but a flaming symbol that [he] just happened to use," but according to Giorgio, "[Samwell] wanted it because he's a Christian but he doesn't do Christian morality. For him having a burning cross is a way to pay respect to his beliefs." It is followed by sighing lips superimposed on a chocolate heart, which quickly morphs into a chocolate star. The purpose of the glossy mouth is to attract attention. Both butt cheeks of Samwell's pants are decorated with the word "what". The video also parodies the flower petal scene from the movie American Beauty.
The "What What (In the Butt)" song and video are available for download from iTunes and a full commercial release (with remixes by well-known artists) is expected in the summer of 2008.