Later in the 1970s, with his music career stalling, Holmes moved into writing advertising jingles for HEA Productions, which provided music for advertising agencies. His first jingle for HEA was for an anti-drug campaign, "What Do You Do When the Music Stops". Besides the US Army slogan and Dr Pepper jingle, he is also the composer of the "Aren't You Hungry for Burger King Now?" campaign (1981), "Come see the softer side of Sears", and many other commercials – most famously in the UK, "We'll Take More Care Of You" for British Airways – earning him the nickname "Jingle Jake". His voice can also be heard on commercials for Philip Morris, General Motors, Union Carbide, Gillette, DeBeers, Winn-Dixie, and British Petroleum. In the 1990s, Holmes set up a production company for jingles and music, called Three Tree Productions. This was eventually acquired by Frank Gari's Gari Media Group. Gari, best known for television news music and image packages, continues to produce TV commercial jingles, including "Vista Blues" for Apple Inc.'s Get a Mac campaign.