The television premiere of the advertisement was on Friday 31 August 2007, during the finale of the eighth series of the United Kingdom reality television show "Big Brother", watched by around 14% of British viewers. Additional 90-second spots were commissioned during September, switching to 10-second cuts in October. The 90-second version was rebroadcast as the final commercial in the break before the final of the 2007 Rugby World Cup between England and South Africa on 20 October, with the face of the bass drum emblazoned with an English flag and the slogan "Bring It Home". Another variant of the advert was broadcast a week earlier before the semi-final of the 2007 Rugby World Cup between England and France on 13 October, with the face of the bass drum emblazoned with an English flag and the slogan "Come on Lads". The spot cost Cadbury an estimated £700,000.