One-time punk pin-up and sometime anarchist John Lydon has mellowed further into middle age by starring in a £5m TV campaign for Country Life butter.
The campaign, available to watch exclusively at MediaGuardian.co.uk, marks the first time the 52-year-old has appeared in a TV commercial.
"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."
It seems a far cry from 1977, when the punk movement was riding a crest of popularity and Lydon and the Sex Pistols caused outrage by releasing God Save the Queen during the week of the Queen's silver jubilee.
The anti-royal song was a hit but outraged traditionalists, so much so that Lydon was reportedly attacked in the street.
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.
In recent years Lydon has led a quiet life, gaining attention in 2006 by competing in I'm a Celebrity, Get Me Out of Here!, in which he was pecked by a group of ostriches before remaining true to his anarchist roots by walking out before the final.
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.
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