In 1969, American television was standing at a cultural crossroads. Music, fashion, and performance were becoming bolder, more expressive, and less constrained by the conservative rules of earlier decades. Right in the middle of that transition stood Tom Jones, delivering a performance of “Treat Her Right” on This Is Tom Jones that would leave audiences both captivated and quietly unsettled.
Originally made famous by Roy Head & The Traits in 1965, “Treat Her Right” is a rhythm-and-blues-driven song with a straightforward message: if you want to keep a woman, you’d better know how to treat her properly. On paper, there was nothing scandalous about it. But when Tom Jones brought the song to national television in 1969, it became something entirely different.
By that time, Tom Jones was already a global superstar. Known for his powerful baritone voice and magnetic stage presence, he had developed a reputation that went far beyond music. Women adored him. Critics watched him closely. And American television networks knew exactly what they were dealing with when they gave him his own variety show.
“This Is Tom Jones” aired on ABC and was designed as a family-friendly program, featuring guest stars, orchestras, and polished production values. Yet during “Treat Her Right,” Tom Jones blurred the line between entertainment and raw sensuality.
From the moment he stepped up to the microphone, he commanded attention. His movements were fluid but intense. His shoulders rolled with the rhythm. His gaze locked onto the audience. There was no choreography, no dancers—just a man, a song, and an undeniable physical presence that felt almost too intimate for television in 1969.
What made the performance controversial wasn’t the lyrics. It was the delivery. Tom Jones didn’t sing at the audience; he sang to them. Particularly to the women watching, both in the studio and at home. In an era when male singers were still expected to maintain a certain emotional distance, Jones shattered that expectation effortlessly.
Reactions were mixed, and that was precisely the point. Female fans screamed and applauded wildly. Others—parents, critics, and conservative viewers—felt uneasy. Some questioned whether this kind of overt sexuality belonged on prime-time television at all.
Tom Jones, however, never apologized for it. In later interviews, he explained that his style was deeply rooted in American soul and R&B traditions. He wasn’t trying to provoke; he was responding naturally to the music. To him, performance was about honesty and physical expression, not restraint.
Looking back, “Treat Her Right” stands as a defining moment in Tom Jones’ career and in television history. It symbolized a shift—away from sanitized performances and toward a more emotionally and physically expressive form of entertainment. Jones didn’t just adapt to that shift; he embodied it.
Today, the performance might seem tame compared to modern standards. But in its original context, it was daring, provocative, and unforgettable. It captured Tom Jones at the height of his powers and revealed why he remains one of the most compelling performers of the 20th century.