Even if we weren't in the middle of a recession, it would be an unlikely commercial success story. But the Dairy Crest Group has bucked the trend with its counterintuitive choice of former Sex Pistol and Public Image Limited star John Lydon to star in its advertising campaign for Country Life butter: sales of the brand increased by 85% in the most recent quarter.
Given the punk aesthetic, with its scabrous contempt for practically every institution in society, from church and monarchy through to EMI and the music industry, the marketing power of an endorsement from Johnny Rotten is ironic to say the least. But it seems to have started a trend of Dadaist advertising. Iggy Pop, too, has jumped on the bandwagon – almost literally, by fronting adverts for car insurance.
If you were sitting in swishy office in Soho, planning a campaign, which former punk hero or heroine would you match to what product?
