stating that Minogue's vocals "takes a stroppy edge", but "it's not strong enough to do much better than the modest performance of Some Kind of Bliss." Natasha Tripney from musicOMH said: "'Did It Again' reminds you of her valiant but wildly misjudged attempt to morph into Indie Kylie circa 1997, only really serving to highlight the limitations of her voice in the process." Michael R. Smith from Daily Vault felt the song represented the album "perfectly" and had labelled the songs as "undiscovered gems". Smith felt the song was "another underrated song" from the Impossible Princess album and labelled it an "indie classic". In the annual 1997 Triple J Hottest 100 list, "Did It Again" was 81. At the 1998 ARIA Music Awards, "Did It Again" was nominated for Single of the Year but lost to Natalie Imbruglia's single "Torn," respectively. Commercial performance "Did It Again" entered at number 21 on the Australian Singles Chart. The song peaked at 15, her highest charting and first top 20 single from Impossible Princess. The song lasted 17 weeks in the top 50, one of her longest spanning singles in the chart. The song was certified gold by the Australian Recording Industry Association (ARIA) with shipments of 35,000 units. In the United Kingdom, "Did It Again" entered and peaked at 14 on the UK Singles Chart. It stayed in the top 100 for eight weeks and became highest charting single from the album alongside "Breathe". Music video Background and development An accompanying music video was directed by Pedro Romhanyi in London, England. It was filmed over a two-day period and was required to shoot each character individually. Minogue and long-term collaborator and friend, William Baker, designed the clothing for each character: Sex Kylie, Cute Kylie, Indie Kylie, and Dance Kylie. Each character represented a different appearance and persona; Baker labelled Sex Kylie as a "drag queen" with a "bitchy" attitude and "slutty" appearance. Dance Kylie had, according to Baker, an "irritating frothiness", while Cute Kylie had violet-coloured hot pants and a bra. The original costume was blue, but quickly changed due to blue screen issues. The outfit for Indie Kylie, which was red three-quarter pants with a high-collar shirt, was inspired by Star Trek films that was assisted by British fashion design, Pellicano. Frances Whiting from Sunday Mail discussed the music video with Minogue, where she mentioned that the video was a "fun"