Ava Adore was the first single for the Smashing Pumpkins album Adore. The single was released on May 18, 1998 in the UK on CD and on a 7″ that was originally limited to 5000, but is reportedly estimated to be 10,000.
A music video for the song was released on June 1st 1998 and was directed by Dom and Nic. Billy’s original idea for the video to be based on Fellini, Satyricon as a one take video. The directors liked the idea of a single take video and wanted to have the video using different speeds which required Billy to lip sync both very slowly and very quickly for the video.
In the commentary available on Smashing Pumpkins – Greatest Hits Video Collection Billy says they were having issues with the speeding up and slowing down. He accounts that they had to sit around for a long time, roughly 11 hours. James Iha explained that the extras had been there for a long time and did more than there normal days work. Iha went on to say “in one of the last takes it is them standing crossed armed, kind of like power to the people, and i don’t blame them” [laughs].[youtube http://www.youtube.com/watch?v=9uWwvQKGjLI]