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Pure Morning is a single by alternative band Placebo, taken from their second album Without You I'm Nothing. The song was initially recorded as a b-side, but the band liked it so much that they decided to put it on the album; it is usually considered to be their second most played song, shadowed only by "Nancy Boy". The most recognizable pattern to the song is the repetition of the line A friend in need's a friend indeed at the beginning of each verse. The song has been featured often in British television advertisements. One of said adverts is for the Lexus IS200.