"Pure Morning" is a single by alternative band Placebo, taken from their second album Without You I'm Nothing.
The song was initially recorded as a B-side, but the band liked it so much that they decided to put it on the album; it is usually considered to be their second most played song, shadowed only by "Nancy Boy". The most recognisable pattern to the song is the repetition of the line A friend in need's a friend indeed at the beginning of each verse. The song has been featured often in British television advertisements. One of said adverts is for the Lexus IS200.
This song was also included as track 12 on Big Shiny Tunes 3. The song was included on the soundtrack to the 2005 film Chumscrubber.
The music video, directed by Nick Gordon, focuses on the character of a suicidal man that Brian Molko plays. Police and authorities attempt to stop him from jumping from a building to end his life. Shots of the rest of the band consist of them being arrested for unseen crimes. News crews report on the scene and a single police officer runs through the building to attempt to convince the suicidal man from jumping. The officer doesn't reach him in time and he jumps; however he begins to walk down the vertical building as though it was horizontal, and proceeds to travel down to the ground, much to the shock of those watching.
The song was a staple of the band's setlist from 1998 through to 2005. Since then, apart from a number of shows during the band's stint on the 2007 Projekt Revolution tour, it has not been performed. Brian Molko has stated his disdain towards the song, particularly towards the lyrics, in a number of interviews.