Some said it would never happen. Others, that it’s too little, too late. Whatever the reasoning behind The One’s disastrous non-physical release and promotion, the video for the single has finally surfaced. And it’s really rather good.
Granted, on first watch, it appears to have been made for 1p and looks like a bootleg, but on repeated viewings, it works its magic. The pulsating backgrounds, and zooming in and out Kylies suit the style of the song very well, and it’s simple in its subdued palette with flashes of technicolour brilliance.
The art deco and Fifties styling work well, too. I’d even go as far as to say that it’s probably the best video from the X campaign singles (not to mention ‘the one’ that fits in with the X image the best), although WOW will remain a favourite, if only for its I Lost My Heart to a Starship Trooper overtones.
But, it’s not enough to save the single’s chart performance. Creeping in at a lowly 36, the download-only release has soon slid down the placings. It could have been so different. Undoubtedly (and deservedly), a misguided Parlophone should have used this storming remix version to kick the whole X campaign off. It would have then started with a very big bang, rather than now be going out with a very tiny whimper.