By the end of Josh Turner's new video the singer's on screen character finds himself alone despite being reminded all day he needs to spend time with a special someone.

The lyrics to "Time is Love," the single off the singer's upcoming Punching Bag album, say work is necessary and time is short but he's "gotta run" to be with a certain "she" who needs his attention.

But Turner's character seems to pass the day doing exactly the opposite of what the lyrics call for. The character's co-workers and his male friends are the only ones to be seen.

The intentions initially look promising as Turner's character shows off pictures of his daughter to co-workers.

"I know I've got to put in the hours. Make the money while the sunlight shines," he sings.

"But anything I gotta get done can get done some other time," he continues.

The video splits attention across multiple frames which show the singer, his character playing out scenes, and often, another frame filled with a stream of cell phone text messages.

Those messages come from women calling Turner - or perhaps other men in the video - to show up for an appointment, a date or simply to just come home.

"Time is love. Gotta run. Love to hang longer but I've got someone who waits, waits for me and right now she's where I need to be," Turner sings.

The singer laments about "how many kisses have I lost" and says he doesn't want to spend all his time "on the clock."

Yet the character never quite seems to make it to the destination he's pining for.

A final scene on the basketball court with Turner and friends is punctuated by a number of messages of growing intensity from off-screen women as night falls.

"It's getting late!" "Is the game over yet?" and "When r u coming home?" "Come home!!!"

At the end, all of Turner's basketball friends have said their goodbyes and he's left alone in the dark as the video ends.