"Videotape," a song from Radiohead's 2007 "In Rainbows" album (XL Recordings), will feature as the theme to a new commercial for homeless charity Shelter.
It is the first time the U.K. rock act has allowed its music to be used in commercial advertising in Britain.
"We have always been big supporters of Shelter and believe that now more than ever Shelter urgently needs help and support to keep up its vital work," the band said in a statement. "'Videotape' is the perfect track to support the ad, so we decided to let Shelter use it in the hope that it will help make a real impact."
Entitled 'House of Cards' and created by advertising agency Leo Burnett, the 60-second advert is voiced by Golden Globe-winning actress Samantha Morton. It shows a moving view of British housing estates, some of which are digitally altered to appear like collapsing decks of cards.
Together with London-based street posters and online marketing, the campaign aims to draw attention to and raise money for the charity's efforts to tackle homelessness and to help those at risk of losing their home.