As kazza12345 says, why shouldn't he do it.
If Joe hadn't appeared in the ad, someone else would have.
He may be making a nice bit of money out of the royalties.
But this is what an advert should be sticks in your head and everyone knows what it is for. I'm fed up with everyone moaning on about it now. yer its annoying so turn it over when it comes on.
I don't like the advert, but the bo was probably forced to do it by his parents!! Anyway he's done better than all of us to actually get on t.v in the first place!! and also adverts are meant to stick in our heads, I just think that the advert is aimed at 6-8 year olds, so it probably doesn't drive them demented. I just mute the t.v when that advert comes on, and it doesn't annoy me ant more, becasue it stops being obtrusive when it has no sound.