Critical reception
Larry Flick from Billboard wrote, "Shuffling, hip-hop-lite beats groove along at a pleasing clip, while harmless rapping and layers of harmony cover the bases of top 40's fave sounds of the moment. It may sound completely formulaic and sugary, but it works incredibly well. Besides, not every song is meant to change the world. Sometimes, a little ear-candy is in order." [2] Adam Sweeting from The Guardian declared it as a "happening dance-pop combo [that] are currently luxuriating in chart glory with the atmospheric 'Deep', though the song is hardly typical." [3] Victoria Segal from Melody Maker wrote, "A phallic monument that could make the Eiffel Tower blush, it swam with hilariously creepy lust-lyrics — I'll butter the toast if you lick the knife, indeed — and a slippery Hot Chocolate bass-line, encapsulating why the choice had to be made." [4] A reviewer from Music & Media felt the "slow rap not unlike L.L. Cool J's standard 'I Need Love' is a fairly inventive piece of music." [5]
Alan Jones from Music Week named it Pick of the Week, commenting, "After their high octane hit 'House of Love', it's something of a surprise to hear East 17 adopt a shuffle beat, as they do here, for a much less frenetic deadpan rap, punctuated by a melodic chorus, some pretty piano runs and chiming strings. A hit of some magnitude." [6] Jeff Silberman from The Network Forty described it as "a smooth pop/funk ditty with spoken-rap vocals and sweet harmonies. This song is funky enough for crossover, yet polished and melodic enough for the mainstream. An inviting debut from their first album, Walthamstow ." [1] Another TNF editor, Wendi Cermak, noted that "down-tempo and smooth, this jam comes off fresh. With a sound something like PM Dawn, this tune is sure to please." [7] Gina Morris from NME wrote, "'Deep' is a gooey, girlie, dripping wet lettuce of a song, set to rival Take That's last abysmal effort." [8] Neil Spencer from The Observer remarked that "with sly sexuality", the band showed "surprisingly clever songwriting." [9] Johnny Lee from Smash Hits gave it five out of five and named it Best New Single, writing that "the tykes from the 'Stow launch into the '93 with a groove so slinky it's almost obscene. Tony purrs his rap - "how much I can touch/How much and where" - in slo-mo mystical fashion. Plus it's got the most squishy chorus ever." [10]
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