Coldplay is a British alternative rock band, formed in London, United Kingdom in 1997. Coldplay are one of very few current British music acts to achieve major success in North America. Despite their large worldwide popularity, the band has remained protective of how their music is used in the media, refusing its use for product endorsements. In the past, Coldplay had turned down multi-million dollar contracts from Gatorade, Diet Coke, and Gap, who wanted to use the songs “Yellow”, Trouble, and Don’t Panic respectively. According to Martin, “We wouldn’t be able to live with ourselves if we sold the songs’ meanings like that.” On the other hand, “Yellow” has been used to back TV trailers for “The Simpsons” and “Viva la Vida” from their latest album features on the current iTunes TV advert.