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"I Heard It Through the Grapevine" has been used twice in television commercials – each time using session musicians recreating the style of the Marvin Gaye version. For the 1985 Levi's 501 commercial, "Launderette", featuring male model Nick Kamen, agency BBH and director Roger Lyons, owing to budgetary constraints, brought in Karl Jenkins and Mike Ratledge to recreate the sound of the Marvin Gaye original with Tony Jackson, a Barbadian background singer for Paul Young, handling vocals and P. P. Arnold on backing vocals.[20][31][32][33][34] The commercial's success prompted Tamla-Motown to re-release Gaye's single with the Levi's 501 logo on the sleeve — "an example of integrated marketing almost before the term was invented".[35][36] The record went to number eight on the UK Singles chart, marking its second chart performance.[20] A year later, in 1986, Buddy Miles was the singer for the clay animation group The California Raisins which sang it as part a TV advertising campaign.[37]

Marvin Gaye's version of the song is used in the opening credits of The Big Chill (1983) as each of the main characters gets to hear (through the "grapevine") about the death of their college friend, and then travels to his funeral; the song serves in an extradiegetic fashion to both unite the main characters' friendship and to locate it nostalgically for the viewer.

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