# Not Giving In > Mediated Wiki article. Canonical URL: https://mediated.wiki/source/Not_Giving_In > Markdown URL: https://mediated.wiki/source/Not_Giving_In.md > Source: https://en.wikipedia.org/wiki/Not_Giving_In > Source revision: 1353933516 > License: Creative Commons Attribution-ShareAlike 4.0 International (https://creativecommons.org/licenses/by-sa/4.0/) "**Not Giving In**" is a song by British [drum and bass](/source/Drum_and_bass) band [Rudimental](/source/Rudimental). It features the vocals from [John Newman](/source/John_Newman_(singer)) and [Alex Clare](/source/Alex_Clare). The song was released in the [United Kingdom](/source/United_Kingdom) on 18 November 2012 as the third single from their debut studio album, *[Home](/source/Home_(Rudimental_album))*. It came in at number 16 in the 2012 Hottest 100, announced on Australia Day 2013. It was featured in the first episode of season three of *[Teen Wolf](/source/Teen_Wolf_(2011_TV_series))*. The song was also used in a [2014 FIFA World Cup](/source/2014_FIFA_World_Cup) commercial for [Mercedes-Benz](/source/Mercedes-Benz) sponsoring the [Germany National Football Team](/source/Germany_National_Football_Team) and official intro of [MCE Insurance British Superbikes](/source/British_Superbike_Championship) by [Eurosport](/source/Eurosport) in 2013.[1] The song is also featured in the [Scottish Government](/source/Scottish_Government)'s advertising for keeping up with [COVID-19](/source/COVID-19) restrictions.[2] ## Music video A music video to accompany the release of "Not Giving In", written and directed by Josh Cole, was first released onto YouTube on 17 October 2012 at a total length of five minutes and twenty-nine seconds.[3] The video was filmed in the [shanty towns](/source/Shanty_town) of [Manila](/source/Manila), [Philippines](/source/Philippines), and follows the life of two brothers growing up in poverty. The two later go their separate ways, as one manages to escape the city's underbelly and succeeds in [breakdancing](/source/Breakdance), whereas the other becomes trapped in a life of gang violence, drug crime and a murder, eventually resulting in his death.[4][5] The video has won several awards, including best dance video at the [UK MVA's](/source/UK_Music_Video_Awards)[6][7] and best new director at the [Cannes Lions festival](/source/Cannes_Lions_International_Festival_of_Creativity).[8] ## Reception ### Critical reception Lewis Corner of *[Digital Spy](/source/Digital_Spy)* gave the song a positive review stating: Lashings of jazzy brass, twinkling piano and rumbling bass hears them picking up almost exactly where they left off. "This time I'm gonna be stronger/ I'm not giving in", John Newman declares in his smooth tone, richer than a double chocolate pud and just as satisfying. Rudimental may not have delivered a game-changer, but when your sound is still this fresh, why bother? .[9] ## In popular culture From 2014, the song has been used as the team entrance song for the [Port Adelaide Football Club](/source/Port_Adelaide_Football_Club) at home games at the redeveloped [Adelaide Oval](/source/Adelaide_Oval). The song was used in a [Super Rugby](/source/Super_Rugby) advertising campaign for [KFC](/source/KFC) in New Zealand, during the 2020 season. ### Finnish misheard lyrics The song became a meme in [Finland](/source/Finland), as "not giving in", when sung in the chorus, sounds similar to "nakkivene" which translates to "wiener boat" in [Finnish](/source/Finnish_language). When Rudimental performed the song during [Provinssirock](/source/Provinssirock) 2014, people threw wieners with small "sails" at the stage.[citation needed] ## Charts ### Weekly charts Chart (2012) Peak position Iceland (Tonlist)[10] 4 ### Year-end charts 2012 year-end chart performance for "Not Giving In" Chart (2012) Position UK Singles (Official Charts Company)[11] 188 2013 year-end chart performance for "Not Giving In" Chart (2013) Position UK Singles (Official Charts Company)[12] 163 ## Release history Region Date Format Label United Kingdom 18 November 2012 Digital download Asylum ยท Atlantic ## References 1. ["Mercedes-Benz WM 2014 TV-Spot: Bereit wie nie. Die deutsche Nationalmannschaft und die neue C-Klasse"](https://www.youtube.com/watch?v=gPGvZ0ApWjc). YouTube. 2014-05-12. Retrieved 2016-01-17. 1. ["We've come too far. We're not giving in."](https://www.youtube.com/watch?v=CTNw_nQMe4U&ab_channel=ScottishGovernment). The Scottish Government. 2021-04-01. Retrieved 2021-04-07. 1. ["Rudimental - Not Giving In ft. John Newman & Alex Clare \[Official Video\]"](https://www.youtube.com/watch?v=J9-Lwpgfd1E). YouTube. 2012-10-17. Retrieved 2016-01-17. 1. Fuertes, Jo (2012-10-17). ["Rudimental: "Not Giving In" Video"](https://www.vice.com/en/article/rudimental-not-giving-in-video/). *Noisey.vice.com*. Retrieved 2016-01-17. 1. ["Dance hero's slum story retold in music vid"](https://www.rappler.com/entertainment/14933-rudimental-music-vid-shot-in-manila/). *[Rappler](/source/Rappler)*. Retrieved February 4, 2016. 1. ["2013"](https://web.archive.org/web/20150228064823/http://www.ukmva.com/content/past-winners/2013). *ukmva*. Archived from [the original](http://www.ukmva.com/content/past-winners/2013) on 28 February 2015. Retrieved April 17, 2016. 1. ["Josh Cole - Photographer/Director"](http://www.joshcole.co.uk/#info). Retrieved April 17, 2016. 1. ["Rudimental, Foxes debut new single 'Right Here' music video - watch"](http://www.digitalspy.com/music/news/a496024/rudimental-foxes-debut-new-single-right-here-music-video-watch/). *Digital Spy*. Retrieved April 17, 2016. 1. Fletcher, Harry (2012-11-02). ["Rudimental ft. John Newman & Alex Clare: 'Not Giving In' - review"](http://www.digitalspy.co.uk/music/singlesreviews/a435278/rudimental-ft-john-newman--alex-clare-not-giving-in-review.html). *Digitalspy.co.uk*. Retrieved 2016-01-17. 1. ["Icelandic Singles Chart"](https://web.archive.org/web/20130719155657/http://www.tonlist.is/Music/Chartlist/544/). Tonlist.is. Archived from [the original](http://www.tonlist.is/Music/Chartlist/544/) on 19 July 2013. Retrieved 2013-05-11. 1. ["End of Year Singles Chart 2012"](https://ukchartsplus.co.uk/UKChartsPlusEOY2012.pdf). UK Charts Plus. Retrieved January 28, 2025. 1. ["End of Year Singles Chart 2013"](https://ukchartsplus.co.uk/UKChartsPlusEOY2013.pdf). UK Charts Plus. Retrieved January 28, 2025. --- Adapted from the Wikipedia article [Not Giving In](https://en.wikipedia.org/wiki/Not_Giving_In) by Wikipedia contributors ([contributor history](https://en.wikipedia.org/wiki/Not_Giving_In?action=history)). Available under [Creative Commons Attribution-ShareAlike 4.0 International](https://creativecommons.org/licenses/by-sa/4.0/). Changes may have been made.