In 1982 Cosmo did a series of commercials for "Whitbread Best Beer" Tony depicting Abdul Abulbul Amir outwitting his foe Ivan Skavinsky Skavar (Stephen Fry). Whitbread adapted the song using their own lyrics for a series of commercials on British television, suggesting that the two protagonists were great fans of their beer who squabbled over trivialities, because they had forgotten that "the best best needs no etiquette".
