Que TV advert in the next month or so with Wiggo riding into a Tescos store and a tenuous link between a pint of milk, winning a gold medal, and every little helps...
TBF, I wouldn't blame him if he did do something along those lines, I think it'd be very tounge in cheek.

I liked him after he finished the TT and was pushing the camera man out of his face. The bloke seems like he just wants to be left alone with his family and gets a bit miffed with all the talk and hype that this country seems to generate so much.
), after such a monumental moment in his life (where he could have justifiably lapped it all up, played to the circus and milked the moment for all its worth - how often in life is anyone likely to have x-thousand people there cheering for you as you walk by?) all he wanted was those closest to him. Marginal gains....Que TV advert in the next month or so with Wiggo riding into a Tescos store and a tenuous link between a pint of milk, winning a gold medal, and every little helps...

It would seem a bit hypocritical though if he is making jokes about celebrity culture and advertising!
If you make a point of saying that the cult of the celebrity is crap and of contrasting celebrities to soldiers risking their lives for their country in Afghanistan, then take the piss out of a teammate for doing the celebrity thing by appearing in shampoo ads, then yes, I think it would be a bit hypocritical for Wiggo to appear in an ad for sideburn shavers next week! If he did it for a joke and donated his fees to charity then I'd think it was very funny and I wouldn't have a problem with it.Is it?
Is that what a celebrity means then?
If you make a point of saying that the cult of the celebrity is crap and of contrasting celebrities to soldiers risking their lives for their country in Afghanistan, then take the piss out of a teammate for doing the celebrity thing by appearing in shampoo ads, then yes, I think it would be a bit hypocritical for Wiggo to appear in an ad for sideburn shavers next week! If he did it for a joke and donated his fees to charity then I'd think it was very funny and I wouldn't have a problem with it.
Of course he is 'allowed to' advertise products and Cavendish and Pendleton are two examples of riders who have already done it. I think it is pretty laughable that people would go out and buy a product based on a famous sportsperson being paid to say they use it but good luck to them - their careers won't last forever.Sorry Colin but I'm not sure I fully understand your point. In your eyes, given what he said about celebrity culture and a joke about Cav, he is not allowed to advertise products as that would make him a hyprocrite? Additionally, is it your place to judge such an individual on perhaps a marginal matter?