Scene: 'Ideas Pod' in one of Soho's leading boutique advertising agencies. The room has no rectangles, and no flat surfaces, to avoid the risk of someone thinking inside the box. The floor is covered with random objects, including beachballs, exotic fruit, a 1980s games console and a live goat. Five men are playing croquet, pausing occasionally to snort cocaine (off the games console).
Rex: the thing about individuality is its all about community these days.
Ned: yeah, and if you think about it, community is actually all about individuality... [sniff]
Kris: so, lets get this clear - I am actually lots of people; and lots of people are actually me?
Alix: that's what my focus group said, yep [snort]
Loz: I'm feeling this, I'm feeling this! [big snort]
Rex: not only that, but community is actually all about your friends, and not really about large multinational corporations selling manufactured shit at all...
Kris: which means... hang on - that means that I am not really about large multinational corporations selling manufactured shit either! This is ground-breaking...
Interruption - Kevin Roberts sticks his head through the door
Kevin Roberts (for it is he): guys, can you keep it down - I'm trying to machine-gun a coca-cola vending machine next door. Cheers
Kevin Roberts exits
Alix: so what we need is a way of communicating to people that it's OK to be themselves, and just because they're not famous and dont work in advertising, doesn't mean that their lives are entirely pointless.
Rex: yeah, there's nobody out there telling them this shit. No wonder they all hate themselves [snort]
Loz: I'm really feeling this, man... [nose streaming]
Kris: I know! To show them that this is real, rather than manufactured shit from a multinational corporation, lets include some accoustic guitars. And a white person with dreadlocks!
etc etc etc. OK, so I can't be entirely sure out how they reasoned their way to middle class crusties, but I assume the conversation went something like the above. And here, ladies and gents, is the resulting video. God help us.