Phil Collins' "In the Air Tonight" has one of the most iconic drums fills in the history of rock. He recently explained why it's so effective. He said most of the song is mellow, and then BOOM, the drums assault you.
Quote, "You're lulling people in, and then suddenly punching them in the face with it." He was free to punch hard because the song was on his debut solo album. . . so he could make the drums as loud as he wanted.