What gives 'The Winner Takes it All' most of its emotional kick is the fact that both writers,
Benny Andersson and
Björn Ulvaeus, either had been, or were in the process of divorcing the vocalists,
Anni-Frid Lyngstad and
Agnetha Fältskog. When Agentha sings 'Tell me - does she kiss, like I used to kiss you?', she is delivering words written by her ex-husband (presumably whilst standing in the studio, directly to his face). The effect is magnified in the video, which is both extremely kitsch, and almost painful to watch.
ABBA's perfect pop music often seemed cold and unemotional, and the group were not known for their naked displays of raw emotion - 'The Winner Takes it All' was particularly endearing, as it showed that, behind the close harmonies, stilted interviews, and impeccable production, they were human beings after all.