It’s not like the Bard of Hibbing hasn’t gone commercial before. There was that 2004 Victoria’s Secret ad, which featured Dylan on LuciferCam.

And, of course, Dylan’s 2014 Chrysler Super Bowl spot.

But this new one is the worst.

Great headline from Jonathan Vanian at Fortune:

Bob Dylan gets tangled up in Big Blue

Bob Dylan stars in a new IBM commercial in which he talks to Watson, the Jeopardy winning computer.

Legendary songwriter Bob Dylan, whose anti-establishment lyrics served as a rallying cry for a generation, is now hawking IBM’s data crunching service Watson.

The folk rock icon stars in an IBM commercial that premiered this week in which he talks with the Watson supercomputer about music, love, and, of course, its knack for coming up with smart answers. IBM is trying to push Watson as a key technology service that could help put an end the company’s declining revenues.

Dylan’s credentials include a songbook of lyrics that attack the government, war, and, occasionally, corporations. In It’s Alright, Ma (I’m Only Bleeding), he famously sang, “Advertising signs, they con you into thinking you’re the one, that can do what’s never been done.”

In this case, Dylan’s doing what’s already been done – cashing in.

Hey, Bob: doo-be-doo-be-don’t, just for once, eh?