Use in Advertising
The song has been licensed repeatedly for use in television advertisements for various products; in several cases these uses led to a measurable resurgence in popularity for the song.
The song gained additional life in the mid-to-late 1980s when the brewer Anheuser-Busch adopted it for an ad campaign promoting Michelob beer, along with night-related songs by Collins' peers Steve Winwood and Eric Clapton.
In 1995, NBC used it to promote the NBA on NBC with the return of Michael Jordan to the Chicago Bulls, shown in a slow-motion breakaway slam dunk in the ad.
In 2006, it was used by Mountain Dew in television commercials for its MDX energy drink.
Cadbury used the song in their 2007 Gorilla advertising campaign for its Dairy Milk chocolate bar. The commercial features a gorilla playing the piece's famous drum sequence. After its premier week in September, the song reached #14 on the UK singles chart and #9 on the UK Download Chart. The advertisement also helped the song re-enter the New Zealand RIANZ Singles Chart at #3 in July 2008 and went to #1 the following week staying there for two weeks, beating its original 1981 #6 peak. The single was also certified Platinum with sales of over 15,000 copies. This advert was so popular, it won the awards for the Best Ad of the Year, at New Zealands Fair-Go Ad Awards. It was also subsequently parodied in a spoof ad by Wonderbra.
Read more about this topic: In The Air Tonight
Famous quotes containing the word advertising:
“The same people who tell us that smoking doesn’t cause cancer are now telling us that advertising cigarettes doesn’t cause smoking.”
—Ellen Goodman (b. 1941)