The music video of "Ich will" features the band members engaging in a bank robbery. The video shows both the robbery and its aftermath, and moves between these two scenes.
The robbery: The band is shown entering a bank wearing stockings over their heads, except for Flake, who has a very large and elaborate-looking bomb strapped to his chest. Various band members (excluding Flake) later leave the bank and are confronted with both Spezialeinsatzkommando and media. The reaction of the media towards the Rammstein band members is quite outlandish, as they are celebrated by the media. At the very end of the video, the timer on Flake's bomb reaches zero. The video quickly flicks through a series of short clips from some of Rammstein's other music videos,(Seemann, Du Hast, Du Riechst so Gut '95, Du Riechst so Gut '98, Stripped and Sonne) then comes to an end.
The aftermath: The band (Flake excluded) emerges from a bus wearing shackles and prison attire. They are surrounded by a large crowd and the media, and the crowd cheers for them. They step up to a podium and receive a Goldene Kamera (Golden Camera) award, a German version of the Emmy award. Behind the band is a large, sepia picture of Flake and a coffin which is supposedly the place where his "remains" lie (most of the "aftermath" is shown at the beginning of the clip, although it is also revisited later).
In an interview, Rammstein described the music video of "Ich Will" as being a demonstration of the media's obsession with a good story, as well as an illustration of the immortality that can be achieved by those who commit wrongs.
The video was filmed in Berlin in the former State Council building (Staatsratsgebäude) of the German Democratic Republic which now houses the European School of Management and Technology.
''Ich will'' was originally released in Germany on September 10, 2001. Since it was released the day before the September 11, 2001 attacks, many channels did not air the music video.