John Lydon an enthusiast than an expert". He went to present two further programmes: "John Lydon Goes Ape", in which he searched for gorillas in Central Africa, and "John Lydon's Shark Attack", in which he swam with sharks off South Africa. In late 2008 Lydon appeared in an advertising campaign for "Country Life", a popular brand of butter, on British television. Lydon defended the move by stating that the main reason he accepted the offer was to raise money to reform Public Image Ltd without a record deal. The advertising campaign proved to be highly successful, with sales of the brand raising
Sex Pistols cultivated by McLaren and his associates is a matter of debate—as is the very nature of that stance itself. Deprecating the music, McLaren elevated the concept, for which he later took full credit. He claimed that the Sex Pistols were his personal, Situationist-style art project: "I decided to use people, just the way a sculptor uses clay." But what had he supposedly made? The Sex Pistols were as substantial as pop culture could get: "Punk became the most important cultural phenomenon of the late 20th century", McLaren later asserted. "Its authenticity stands out against the karaoke ersatz culture of today,