Coldplay fan John Lydon is taking a break from revisionist history to sell Country Life butter. A fitting product tie-in for someone who's gone (always was?) so soft. Surprisingly, it's reportedly the first time he's appeared in a television commercial, because going to board rooms to hawk Guitar Hero III doesn't count. The details:
"People know I only do things that I want to or that I believe in and I have to do it my way," said Lydon on deciding to appear in the TV ad. "I've never done anything like this before and never thought I would, but this Country Life ad was made for me and I couldn't resist the opportunity."
The Country Life advert cashes in on Lydon's standing as a British icon, albeit of the nihilistic variety. He is seen wearing a tweed suit and gallivanting around the countryside, suggesting reasons why he might prefer Country Life, before settling on the fact that the Dairy Crest-owned brand simply tastes better. "It's not about Great Britain, it's about Great Butter," runs the slogan. The ad, created by WPP agency Grey London, appears on TV for the first time tonight on ITV during the Pride of Britain Awards. By appearing in the advert Lydon might be courting a new controversy. Dairy Crest has just announced that it is seeking job cuts and could close its Nottingham dairy.
Public Image Ltd., indeed.