We're not certain we see the wisdom in a dairy company going out of its way to associate the word "rotten" with one of its products, but that's exactly the tack being taken by Country Life -- a British firm that's decided to hire Sex Pistols' John Lydon as the new spokesman for its line of butter.

Although he's certainly been known to utter the phrase "stupid cow" often enough, we never really thought of him as an expert on the spreadable stuff, a fact that didn't deter the Country Life folks, who issued a statement saying "John is seen as a great British icon. His independent views are part of his consumer appeal and his tongue-in-cheek sense of humour shines through in our TV advertising."

Besides which, there's something undeniably catchy about the catchphrase "there's no future in margarine."

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