Ace’s “How Long,” a No. 3 hit in 1975 for the British rock band, was the first single to introduce music audiences to the voice of Paul Carrack, who went on to become a vocalist for other influential groups like Squeeze and Mike & The Mechanics.
And thanks to a buzzy new TV campaign from Amazon’s Prime and Echo Show tablet, Carrack’s first hit is finding a whole new audience.
The slinky, blue-eyed-soul jam soundtracks a spot dedicated to the streaming-era phenomenon of “binge cheating,” or watching the next episode of a show behind your paramour’s back.
The song’s signature bass line and catchy, spurned-lover chorus “How long / has this been going on?” quickly resonated with music fans.
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