Nike used this for commercials in 1987. Capitol Records, who owns the performance rights, meaning The Beatles version of the song, was paid $250,000. Michael Jackson, who owns the publishing rights, meaning use of the words and music, also had to agree and was paid for the song.
The Nike commercials caused a huge backlash from Beatles fans who felt that Nike was disrespecting the legacy of John Lennon, who probably would have objected to its use. There were plans to use more Beatles songs in future ads, but they were abandoned when it became clear it was not good business practice. As years went by, it became more acceptable to use songs in commercials, but Beatles songs were still considered sacred, especially since the group did not control their rights. In 2002, "When I'm 64
" was used in a commercial for Allstate insurance. Many Beatles fans were not pleased, but it didn't get nearly the reaction of the Nike commercials, partly because it was not a political song, but also because it was sung by Julian Lennon
, which implied endorsement by his father.