Soapbox

'Unbeknown to any of the brands or media prior to the event, ferrets were running around inside this installation, interacting with the brands. Animals have been a constant source of inspiration for creative teams throughout the history of advertising and brand building.

'The idea of using live animals and incorporating them into a live event to represent the consumer seemed exciting and challenging. Ultimately people don't need brands to exist; they only need food, just like animals. However, with the growth of consumer society our daily interaction with brands and product, adds value, meaning and individuality to our lives.

'The consumer can choose to interact with a brand or move onto a new environment. The installation and the ferrets aimed to reflect this. The decision to use ferrets to represent consumers is because they are independent and clever, but they have become 'cool', (seriously). Paris Hilton's latest accessory is a pet ferret called 'Baby Luv' and recent media features have picked up on the fact that ferrets are the new 'must have' pet.'

I've just a North Face superlight 600 sleeping bag off ebay, it's comfort zone is supposed to go down to -18C. If I ever used it in such conditions I too would proabably regard the bag as being uber cool, it would struggle at -10C and that's what the seller said!

You feeling alright, Jon? :-)

Why, after reading that article, do I feel the urge to never buy any product from any of those 'cool' brands ever again?

5,000 years of civilization and society has now evolved to a point where we have a CoolBrands Council. I despair, I really do.

Doesn't being named as a cool brand instantly cause the brand to become uncool.

From what I remember every possible bit of kit in the two Jack Osbourne series could be bought in the TNF shop in Covent Garden. I have a feeling he didn't "choose" to wear it.

Ladiesand Gentlemen...

...I give you the death of what was once known as Britain. It has been replaced by Tony Blair's Cool Britannia...we apologise for any inconvenience during the transmission

..will the last one out please turn off the lights

Yours

Disgusted of Tunbridge Wells

(or have I missed a subtle irony here- just off to buy a copy of the Daily Mail)

Careful, newspapers are bad for you - possibly the only scare story the Mail hasn't ever carried.

LOL- actually a commited Guardian reader

Just off to knit my own yoghurt

JG Ballard was so right............

Oh no he wasn't!

Knocker was though.

I think Jon's buff is too tight