Disclosure - This is from the agency I work for, though I wasn't personally involved.
I love that moment when you walk around the office and see a great campaign idea and wonder if it will ever get approved, only to find it has already.
The campaign needed was to promote JT's MyCool Bolt-ons, so why not get their namesake to help promote them...?
I think it's great to find a celebrity campaign that doesn't take celebrity seriously, and to find a legend* of music who isn't afraid to have a joke.
*Not my musical cup of tea personally, but millions love him, seriously, his best selling album has sold over 15m copies!