An advertising campaign for a brand of butter starring John Lydon has debuted on U.K. TV.

The Sex Pistols singer has signed up to be the face of Country Life butter as part of a £5 million ($8.8 million) relaunch campaign. The commercial, which features Lydon in tweeds among morris dancers, dairy farmers and herds of cows, was created by the Grey London agency.

It launched on U.K. television on Oct. 1 on major commercial terrestrial channels ITV1, Channel 4 and Five, and digital satellite channel Sky 1.

"I for one am proud to be British and I'm proud to get behind a proper British brand," said Lydon in a statement.

Customers can also go online and pledge their commitment to buying British food at www.enjoycountrylife.co.uk, which also features the Lydon commercial.