Sony UK recently drafted rock star Alice Cooper for an ad campaign encouraging consumers to trade in their TV sets before the switchover to digital-only broadcasting in 2012 renders them worthless.
The campaign promotes Sony's offer of up to £150 to spend on a new Bravia TV in return for consumers' old sets.
The commercial and behind-the-scenes footage from the shoot can be viewed below.
In the TV spot, Cooper remembers his habit of throwing tossing TVs out of hotel room windows, but he feels that it was in the '80s. "I once threw out my own TV. I thought I was in a hotel room," he says.