When he’s not making a living on UK television chat shows, pretending to be a great by reeling off anecdotes about brushing shoulders with legends at Motown, Lionel Richie can usually be found releasing horrific contemporary dance versions of his old ‘classics’. Having perhaps finally found these routes to be dead ends, Richie’s new pastime is cashing in on crisp commercials, perhaps to woo Robbie Williams into a collaboration. After all, they’ve been ’playing around’ lots…