Have you seen the furore about The Smiths selling the rights to Please Please Please Let Me Get What I Want to John Lewis for a Christmas advert
I think it's great awareness of target market for John Lewis, the typical John Lewis shopper was an anti-establishment socialist in the early 1980s when they were a student/unemployed, now they are about 50, made loads of money on the back of their house value booming in the 1990s and 2000s, and now have a nice secure management job and second home that they rent out, vote Tory, read the Daily Telegraph and blame Labour for ruining the countries finances. But they still like the Smiths, they probably like all that punk stuff as well from a bit earlier so it takes them back to their youth.
Also I enjoyed the fact that the twist in the advert is that the kid gives his parents the present...so its actually the older generation receiving more from the younger generation how apt.
Morrissey also fits that mould he's recognised that he needs to move with the times and sell his music to corporate advertising. They should do an advert with him tucking into some nice steak and saying This Isn't Just Food This Is M&S Food and playing "You're The One For Me Fatty" in the background. Then put him in celeb Big Brother to relaunch his career and he could be a mentor/judge on X factor next year.
