In 1997 the track was showcased by the BBC in a lengthy corporate promotion of its diverse music coverage which was broadcast on BBC channels and in cinemas. It featured Lou Reed himself and other major artists in what the Financial Times described as "an astonishing line-up of world class performers".[11] In reference to the licence fee, the film ends with the message "Whatever your musical taste, it is catered for by BBC Radio and Television. This is only possible thanks to the unique way the BBC is paid for by you. BBC. You make it what it is." This message appears over the repeated words "You're going to reap just what you sow" which The Guardian described as "a none too subtle message: keep writing the cheque."[12] In response to accusations from commercial competitors that the corporation had wasted vast sums on the film it was revealed that each artist received a "token" £250 because of their belief in the BBC.[11]

Prompted by a huge public demand the track was released in October as a charity single for Children in Need, and Lou Reed said "I have never been more impressed with a performance of one of my songs."[13] It was the UK's number one single for three weeks, in two separate spells. Selling over a million copies, the record contributed £2,125,000 to the charity's highest fundraising total in six years.[14] The release featured two additional versions of the song: one entirely sung by female performers, one by male performers. The BBC also produced a Christmas version of the accompanying music video.