Of this brilliantly addictive classic Robbie Williams pop song, written with Gary Barlow, Robbie says:
“It’s a summer song, very much in a similar vein to ‘Rock DJ’, about a girl who thinks she’s great. And she might be, but she’s a bit nefarious with her ways. Some songs take an age to write and some songs just fall out of your mouth completely formed, and you don’t have to think about it. I don’t know why that fell out of my mouth and out of my brain at that particular time – it just did”.
In the interests of full disclosure, I should reveal that in the tender age of my youth I was a huge Take That fan, and Rob was always my favourite. I've always had a pretty good eye for which member of bubble gum pop groups would be the first to break out and do their own thing. I predicted Rob, Ginger Spice, and Robyn Loau's (who was once linked romantically to Robbie via their record companies PR system) departure from their respective groups.
Robbie's latest single has him revisiting the big band style of Swing when you're winning, together with the bravado and irony of Rock DJ (and his hit with Kylie Minogue - Kids). And it works really well. It's a track that's every bit as catchy as the hype tells you it will be. It's also very well crafted. Robbie is generally as good as the person he collaborates with, and his renewed partnership with Gary Barlow works.
The video is fun and tongue-in-cheek as you would expect from Robbie. One thing that leaves a bad taste in my mouth was the fact that Robbie is getting a bit long in the tooth to be running (stalking) after a 20-year-old girl in a otherwise fun video. A more age appropriate star like the incredibly beautiful Rachel Weisz would have been my choice.
As Robbie once said, "The ego has landed".