Following the time honoured aging/aged rocker thing of sticking hot women all over the marketing to distract you from the decrepitude.
The album is called Hackney Diamonds, even though the band isn't from Hackney, nor do they have any particular ties to Hackney to my knowledge.
Even though it's not a very good song, I will give them some credit: they're putting out an album almost 60 years after their debut that has four out of the five original members on it. Not sure who else would be able to do that.