Getting the precise music to fit your spot is one of the tricky but crucial steps in making a commercial, video or film. According to Ad Age, the
National Coalition for the Homeless got extremely lucky when the directors of their spot sent Radiohead’s management a cut featuring the band’s music. Radiohead decided to donate the song’s use,
which the band has never done before.
[UPDATE] According to commentators on Adfreak, Radiohead has in fact given it up before.