Don Draper spends tonight's Mad Men (Sky Atlantic) on a mission to track down the Rolling Stones in order to persuade the rockers to sing "Heinz is on my side" to the tune of their hit Time is on my Side. "They did one for cereal in England three years ago…" the ad exec claims. The writers had done their research. The Stones indeed recorded a "snap, crackle and pop" jingle for Rice Krispies in 1964, in which Sir Mick Jagger drawled "Pour on the milk-a-licious to the crackle of that rice". The Stones spotted the financial potential of linking music to advertising early and repeated the trick when they lent Start Me Up to soundtrack the launch of Windows 95. The Stones' Kellogg's commercial, a Jukebox Jury parody, has become a cult YouTube hit.