Beatles song helped Nike to double sales in two years after the media campaign, and the ad's theme of empowerment allowed Nike to dominate a newly emerging brand culture. (Source Businessinsider.com)
Fifty years ago the Beatles released a single that sold over 8 million copies — their highest selling 45rpm — "Hey Jude." While "Hey Jude" made the greater impression, it was the B-side — "Revolution" — in which John Lennon addressed the global political upheaval of 1968 that has the more interesting story.
Rare as it was for a pop song to address politics, the message in "Revolution" attracted fierce resentment within the radical left before re-appearing in 1987 in one of the most seminal and ground breaking advertisements ever made.
Lennon wrote "Revolution" in India where the Beatles were meditating with the Maharishi while the Vietnam War and Chinese Cultural Revolution raged on. There was a major riot in London and Paris was brought to the brink of another revolution in May of that year.
Upon their return to London, the Beatles recorded the song with Lennon lying down to sound serene. In one line he sings: "You say you want a revolution … but if you're talking about destruction, don't you know that you can count me out." And then, after a pause, he sings "in" (because he hadn't made his mind up).
As the session got underway, Emerick could tell that The Beatles were playing louder than ever before, with Lennon’s amp turned up to “an ear-splitting level”.
After politely suggesting that Lennon lower the volume so that he could adequately capture the recording, Emerick off was stunned by The Beatles’ response over the talkback:
“I’ve got something to say to you,” Lennon caustically replied. “It’s your job to control it, so just do your bloody job.” At that point, Martin and Emerick exchanged knowing glances. And that’s when The Beatles’ producer told Emerick, “I think you’d better go talk to him”.
Moments later, Emerick had joined Lennon down in the studio. “Look,” Lennon calmly explained, “the reason I’ve got my amp turned up so high is that I’m trying to distort the shit out of it. If you need me to turn it down, I will, but you have to do something to get my guitar to sound a lot more nasty.
That’s what I’m after for this song.” As Emerick began to make his way back to the booth, already imagining a solution to Lennon’s dilemma, he was thunderstruck when the Beatle sneered, “Come on, get with it, Emerick. I think it’s about bloody time you got your act together.”
