"Never Gonna Say I'm Sorry" is a song by Swedish band Ace of Base, released as a single in March 1996. It was the third single released from the band's album The Bridge.

The song was written by band member Jonas Berggren, who was hoping to reproduce the flavour of his earlier hit "All That She Wants". Jonas specifically mentions the similarities between the two songs in the liner notes of the booklet for The Bridge album: "We decided early on to do an "All That She Wants" arrangement and drums because it's always fun to have something old on a new record."

The video for the song was directed by Richard Heslop, who had earlier directed the band's video for "Beautiful Life". The video included computer-generated imagery and mirror effects designed to make the video feel like a funhouse, much like the video for ABBA's "SOS". In the USA the video was never released: American record company Arista Records was dissatisfied with all of the videos from The Bridge and decided to release no video at all to accompany the single release.

In March 1996, several months after the video had been filmed, the single was at last released. In Europe the single was accompanied by a short promotion tour by the band and two alternate videos. In the USA the only promotion consisted of tiny misspelled stickers on the CD packaging, although the record company did send out promotional copies of the Sweetbox Radio Mix to radio stations. With the band members away in Europe and with no other form of promotion, the single failed to enter the official USA charts, peaking at #106. It was the first Ace of Base single to fail to chart inside of the Top 40 in the USA.

It was the last released video with major participation from Malin.

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