With new single 'No U Hang Up', Shayne has tried every trick in the book to eradicate the squeaky clean, cardboard cut-out reality show image that he's been tarnished with since winning The X Factor. With a full-on saucy video, involving young Shayne romping around a garden with a rude lady, all drenched in water and various states of undress, and its hip-in-1999 text speak title, Ward is screaming from the rooftops for a dash of credibility. Unfortunately for the pop-hunk, this tune's not going to do that.

While his strong falsetto that wowed the nation is in full force (and undeniably impressive), the production and melody sound like they were ripped from a Backstreet Boys or Another Level album track back in the late '90s, coming across tired and cliched. The amusing chorus of: "We got that u hang up / No u hang up / Kind of love", may be slightly ridiculous but it works in the way only cheesy pop records can. However, Ward's far too sweet and innocent at present to successfully pull off any attempt at sounding like the British Justin Timberlake - the husky lyrics and uber-sexy vid would suggest that's the trick he's trying to pull - and ends up looking like a two-bit Craig David.

The vid should please his numerous admirers, but the record's probably going to be joining Chico's at a bargain bin near you anytime soon.