They do have to exemplify JW lifestyle to promote.
Well, their latest music video seems to be promoting something completely contradictory to what they preached decades ago about staying single and giving god your best and serving where the need is great and all that.
It seems to be more a case of 'if you're rich you can do what you want' rather than a clever PR ploy of using celebrities to attract people to the religion. Scientology has beaten them to it.