Ralphie, you of all people should remember that I've been around the folk scene for at least as many years myself and have got used to people being very silly about the "f" word. Some even do the same thing here on Mudcat. (what? surely not!)
However - this entire series of ads is, as far as we understand (and bear in mind that my husband was auditioning for one of them yesterday so unlike all other commentators on this thread we DO know what we're talking about) to poke gentle fun (and I won't apologise for this) at various British quaintnesses. It's one 30 second ad out of a series. It's unlikely to wreck anyone's street cred or career, or lead to finger-pointing in the street. It will, however, pay the participants for their work and I for one think that it's a good idea to feature British traditions on an advert. It's also a good sign that the casting director thought it was better to use real dancers rather than actors. Isn't it? Are you really all so sensitive? To put it in context, if Steve gets the job he auditioned for he's got to sit on a roundabout in his Speedos and sunbathe - it's a giggle, that's all.
But, as I said, if you don't want to take part, that's no problem at all because one way or another the casting director WILL choose his dancers or actors. (Actually, most of the objections I note come from people who aren't dancers anyway ... duh!) I just thought, as I said in my OP, that given all the arts cuts and job losses, someone might appreciate the chance to make a bit of money doing something they understand and love. Steve was the one who said to the casting director that he should use real dancers and that I might have some contacts who might be ready to take part. All credit to the ad man who saw the merit in that. Oh, and yes, some people have come forward to know more, so not all Morris dancers (or their supporters) feel that this is below their dignity.   If I was a dancer I wouldn't hesitate to put myself forward for this. Some gentle fun is simply that and comes out of affection rather than derision.