In the 1960s, it was huge news when Bob Dylan went electric.
Now, in 2007, you could say Dylan went Escalade.
Cadillac has announced that Bob Dylan will be used to promote its new 2008 Escalade in commercials, print ads and other advertising/promotional vehicles. Not sure how he will be used -- whether GM will use his music, or Bob will say, "Gee, this Escalade is blowin' in the wind" or whatever.
Next thing you know, they'll be using songs from The Beatles to sell stuff. (Oops, already happened.)