“A lot of my videos are really dark and edgy and tough. ‘Rude Boy’ is more playing along the lines from my roots. We used a lot of color, but also the costumes were very Jamaican dance-hall-queen type.”
The video premiered on February 10, 2010, via the high definition music video provider VEVO.
The video features Rihanna in a multitude of brightly colored and vibrant Caribbean inspired scenes. In the opening scene, Rihanna approaches a drum kit, which she plays as the song progresses. During the rest of the video, Rihanna engages and plays with a variety of props, including a male extra, a zebra, a motorcycle and a stuffed lion, which are intercut with scenes of Rihanna playing the drum kit. Rihanna wears a variety of outfits in the video, including a gold net bodysuit and a black and white zebra print catsuit, which she wears while sitting atop a stuffed zebra. Rihanna performs various 1990s dancehall dance moves, such as the Bogle.