Odd, because the song was used on a Levi's ad a few years ago. A group of 'cowboys' was being photographed in front of a fire and had to hold still. The guy closest to the fire gradually got more uncomfortable until the heat from the crotch rivet eventually proved too much.
The tagline of the ad was about the year the 'infamous' crotch rivet was dropped from production - all to the sound of Cash's Ring Of Fire.