Loving You was the most autobiographical of all Elvis Presley's movies, and, not coincidentally, features the most naturalistic, easygoing performance of his early career. He plays Deke Rivers, a truck driver with a penchant for singing and a raw animal magnetism where women are concerned. He attracts the business interest of publicity agent Glenda Markle (Lizabeth Scott), who sees a potential gold mine in Deke. She hires him to appear with a band that she handles, fronted by aging country & western singer Tex Warner (Wendell Corey), who used to be romantically involved with Glenda and is now a client. Pretty soon he's pulling in bigger crowds and generating more excitement than Tex did during his best days (which drives the older singer to start drinking again), but also a lot more controversy, too. Deke is so provocatively sexual a presence on-stage that some citizens in the southern and border states where the band is working think that what he does is immoral. Girls can't keep away from him, their boyfriends despise what he symbolizes, and their parents are aghast, even as concert promoter Carl Meade (James Gleason) smells a fortune to be made from this boy. Glenda parlays these disputes and a ban on one of Deke's performances into a national television event. Amid all of this, Deke reveals the private, vulnerable side that no one ever knew -- that he's not even Deke Rivers (it was a name he took off a gravestone), but an orphan named Jimmy Tompkins, and that he's never had a home. He also reveals that he's attracted to Glenda, mistaking (with her encouragement) her interest in his talent with a personal involvement, but he's also drawn the the band's female singer, Susan Jessup (Dolores Hart), who could genuinely love him, and offers him a caring family of her own that would accept him. Deke and Glenda's conflicts are eventually straightened out, and Deke gets to say his piece and sing his music on network television.