Well I think it goes back a V E R Y long way. (In Australia) there was a TV advert at least 40 years ago for this posh soap called "Imperial Leather". It featured a a couple in their own plane languidly deciding where to fly to while the Mrs was lathering herself in the on-board bath. (I know, right?) So she says to husband, "Tahiti looks nice." And husband picks up the telephone and says, "Nigel, Tahiti." Whereupon the plane does a nice bank to starboard as the pilot heads to Tahiti. Not before the cake of Imperial Leather soap gets safely belted into its soap dish.