The first avert was first shown during the final of Big Brother on the 31st of August 2007, around 14% of the British viewers were watching. More 90 second spots were commission through September which then changed to 10 second cuts in October.
Billboards and print adverts were set up as well as the television commercials. There was also a sponsorship deal deal with the "Great Gorilla Run" charity fun run in London 2007. The advert also appeared online with a competition on the Glass and Half Full productions websites offering tickets to Las Vegas.
Following the positive feedback from the audience of the commercial in the United Kingdom and online, Cadbury Canada arranged to show the advertisements in 850 cinemas across Canada throughout November 2007 and premiered on New Zealand television on Monday, 30 June 2008. The advertisement also helped "In the Air Tonight" re-enter the New Zealand RIANZ Singles Chart at number three in July 2008.
The 90-second version was re shown as the final commercial in the break before the final of the 2007 Rugby World Cup between England and South Africa. Another variant of the advert was broadcast a week earlier before the semi-final of the 2007 Rugby World Cup between England and France. The spot cost Cadbury an estimated £700,000!
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