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.