The music video, directed by Howard Greenhalgh, features each Spice Girl in their own individual scene playing different characters, inspired by their own film fantasies.

In the United States, "Too Much" fared better than its predecessor, "Spice Up Your Life", peaking at number nine on the Billboard Hot 100 and becoming the group's fourth and final top-10 single on the chart.

Simultaneously, Virgin Records started the first marketing meetings for the Spiceworld album's promotional campaign, set to be released in November.

[2] The schedule was physically arduous with logistical difficulties,[1] as Melanie Brown commented in her autobiography: "doing the two full-time jobs at the same time took its toll and within a couple on weeks, exhaustion set in.

"[3] The concept of "Too Much" was mainly penned by Geri Halliwell while the group was filming Spiceworld in a closed set besieged by fans and the media, in London's Docklands.

[4] While Halliwell left the set, sitting in the backseat of a car, she started scribbling a few lines in a notebook about "love being blind and how words that appear deep may be meaningless".

",[5] wrote the song's middle eight with Melanie Chisholm at Paul Wilson and Andy Watkins'—the songwriting and production duo known as Absolute—studio in Richmond, London.

[7] It is written in the key of A major[8] with a time signature set in compound quadruple meter, commonly used in doo-wop, and moves at a slow tempo of 80 beats per minute.

[11] The first, released on cassette and in a standard CD single format, included an exclusive PlayStation postcard from the group's then-upcoming video game Spice World.

Larry Flick of Billboard magazine praised the song, describing it as a "swishy classic-pop ballad that tickles the ear with tasty doo-wop flavors", and added that the arrangement and the group's harmonies "work extremely well together".

The reviewer declared it a "delightfully sweet ballad which will give them another huge Christmas smash, though it's unlikely to match the endurance of their last festive offering, 2 Become 1.

"[18] Sylvia Patterson of NME characterised the song as a "lavish, harmonised spree of New Orleans loveliness with strings and Spanish guitar", adding that it is "the absolute tops!".

[20] Ian Hyland of the Sunday Mirror enjoyed the track, but felt that Chisholm sounded "daft", and added that she needs to "calm down on the scouse front".

[25] Richard Harrington of The Washington Post described it as a "lugubrious ballad",[26] while Scott Schinder of Newsday said that "the contempo-R&B schmaltz of 'Too Much' [...] mires the group in middle-of-the-road mediocrity".

Considine of The Baltimore Sun was not convinced by the song's "attempts at deep emotional expression",[28] and Anthony Violenti of The Buffalo News said that it is "supposed to be a heart tugging ballad that may even make the Spice Girls fan base of 10-year olds overdose on sugar".

[50] Melanie Brown is shown singing on top of a tank strapped with ammunition in an industrial post-apocalyptic war scene in a segment based on the film Mad Max Beyond Thunderdome (1985).

Victoria Beckham is shown in a missile silo next to a smoking rocket, clad in a black catsuit and with a long ponytail; she is portraying Catwoman from Batman Returns (1992).

[58] In October 1997, the group performed it as the tenth song of their first live concert at the Abdi Ipekçi Arena in Istanbul, Turkey.

[61][62][63][64] It remained in the group's live set after Halliwell's departure at the end of the European leg of the Spiceworld Tour; her parts were taken by Bunton.

The performance at the tour's final concert was included on the video album Live at Wembley Stadium, filmed in London on 20 September 1998.

[65] During The Return of the Spice Girls Tour, the group dressed in tuxedos and performed an uptempo jazzy version of the song, while doing a striptease behind neon pink-coloured, heart-shaped doors.