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Just don't mention the 'Cornetto' ad
on 21 March 2005
A product of Elvis's short-lived early 60s 'operatic' phase, 'It's Now Or Never' is either, according to your viewpoint, a consummate ballad moving the King effortlessly into the next stage of his career, or the beginning of the end for the man who just 4 years previously was thrilling us with 'Hound Dog', 'Blue Suede Shoes' and 'Heartbreak Hotel.'
Although tending towards the latter view, I can't deny that Elvis's vocal performance on this track is superb, culminating in an amazing G sharp in the last line, "my LOVE won't wait!"
On this single you also get the deliciously sly 'A Mess Of Blues' and the bouncy pop of 'Make Me Know It.'