U.K. rock band Muse has signed a global synchronization deal with Virgin Atlantic to soundtrack the airline’s biggest ever TV campaign.
Muse’s cover of the evergreen classic “Feeling Good,” originally made famous by Nina Simone, features in a glossy 90-second ad spot, which will be broadcast this fall throughout the U.K. and select U.S cities, including New York, Washington, Boston, San Francisco and L.A. Financial details were not disclosed.
The promo, which was created by London-based creative agency RKCR/Y&R and features a succession of glamorous flight attendants in a cheeky homage to Maurice Binder’s famous James Bond title sequences, forms part of £6 million ($9.5 million) global TV campaign from Virgin Atlantic.
U.S. audiences will get their first glimpse of the promo during Major League Baseball’s ALCS and NLCS playoff games, beginning Oct. 11. The advert will air over 50 times throughout the duration of the MLB World Series, according to a spokesperson for Virgin Atlantic. A full 90-second version of the promo will, meanwhile, air in cinemas throughout the States and United Kingdom from today, while the promo receives its U.K. TV premiere Oct. 3.
Commenting on the synch, Warner Music U.K. senior director, synch and licensing, Ali Johnson, said: “The ad will reach millions of people around the world, showcase a truly brilliant version of a classic song and extend Muse’s massive global audience.”
Muse’s cover of “Feeling Good” originally appeared on its 2001 studio set “Origin of Symmetry” and was released as a U.K. double A-side single in 2001 with “Hyper Music.”
Earlier this year an online poll conducted by NME.com voted Muse’s “Feeling Good,” which was originally written by British composers Anthony Newley and Leslie Bricusse, the best cover song of all time, beating the Beatles’ “Twist and Shout” Johnny Cash’s “Hurt” and Jimi Hendrix’s “Hey Joe.”
