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Brazil make World Cup history! But for all the wrong reasons. Here's my favourite reaction to the thrashing, quick and clever. Azarado. 

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Really nice campaign here. Nice thought, well executed and quick to understand. Me likey.  

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Twee

is a good word. You don't get many that end in 'ee'. And they're usually nouns that identify a position.

Trainee, devotee etc. But 'Twee' is different. Twee is an adjective. It describes something that's sweet to the point of sickening. I like how we have a word which basically means 'it's too nice'. It's so nice that I don't like it. Actually, It sucks.

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Fastidious

is a good word. It means to be very concerned about accuracy or detail. Some people are fastidious about splitting the bill in restaurants.

I like the way the word sounds like its definition. 'Fas-ti-di-ous' - feels a little fidgety, or is it just me?

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The Yellow King: My Theory

True Detective. We can all agree that it was pretty great but what actually went down in the final episode, and what does this tell us about the show's most mysterious entity, the Yellow King? For me, there was always an air of the supernatural surrounding the Yellow King: The way characters would speak of him. The green-eared drawing on Rust's pyramid of information. And the African lady who, when asked about the wooden sculptures, went wide eyed and said 'You know Carcosa?'

If we accept that the Yellow King was simply Errol Childress, the redneck with ties to the Tuttle family, I think we're missing something. Before I go on, It's worth saying that 'The Yellow King' is book of short stories by Robert Chambers. Dealing with the supernatural, 'The King in Yellow' is about a play that turns anyone who reads it insane. Cool concept. I'm already pretty insane so I haven't read it, my theory derives from the show alone.

So, the bodies, the sculptures, the murals. I just don't accept that Childress could be responsible for all of these. Remember the VHS that Rust finds, where multiple masked figures gather to perform an unspeakably dark act? My point is, there has to be more than one. Rust knows it too. That's why he wants the whole Tuttle family. Errol's prisoner, 'dad' he calls him. Why torture your own blood? If they're in this cult together, what happened to the old man that made his undeniably evil son turn against him? What's really going on becomes clear when we reach the King's lair. That booming voice that leads Rust through the maze, it's not natural. And why does it call him 'little priest'? Why associate Rust with some sort of holy crusade?

Because it is a holy crusade. I believe that the Yellow King is a demonic entity that posses members of the Tuttle family, driving them to fulfil its horrific bidding.   

This would explain the supernatural element of the show. The ritualistic deaths, the murals, the Carcosa. It would also explain the sheer amount of bodies. If the Yellow King can pass between vessels or control several people at once, this would give us the cult we're looking for. Errol's prisoner. Perhaps the Yellow King was done with this old and useless vessel and so abandoned it and moved into Errol? That's why he's now held captive. That's why the liar is so intricate and decorated. There was someone crafting it long before Errol. That leads us to the climax. Where the monster lures out our priest. Where we see a swirling vortex come funnelling down and almost don't question it. It's another one of Rust's hallucinations, right? But the last time Rust had a vision it was fruitful; the birds signalled his next big lead. This vision is fruitful too, it signals that he has reached the end of this quest. See, if Errol is a demon then Rust is certainly imbued with some god-like properties. It explains why he is so disturbed, why he can't sleep, why he obsesses over cases, why he's so good at solving them and why his daughter was taken from him. Because he was put on earth for a reason, to fight evil. When the two forces finally meet eye-to-eye, Childress stares at Rust and says 'TAKE OFF YOUR MASK'. It's because the Yellow King sees beneath Rust's callousness and cynicism. He's sees Rust for what he really is, an angel.  Thanks, J.

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Here's a little radio spot I wrote recently.

The brief was about encouraging people to get on the train and so something special. Hannah from S CLUB 7 gave a top VO on the day.

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This is the sort of blog advertising has been crying out for. It's practical, smart and Dye's scamps kind of restore your faith in this business.

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A Big Week for Nature

A sperm whale externally combusts, a python swallows a man whole and a copperhead's detached head bites itself. Thanks for that god.

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Word power as a Library gets a makeover via some cool slogans.

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My first TV ad shot by Aoife McCardle at Blink.

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THESE ADS STINK

of award nominations. Awesome visual but a banging line too (get it, banging?) Loads of good work coming from South America at the moment.  

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Whether you're into advertising or not, stuff like this can really make your day.

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Don't do the crime if you can't do the time.

Was walking through the park when a little boy pretended to shoot me with a toy gun. I acted like he got me and fell over dying. He immediately dropped the pistol and ran off crying.  

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Professor X taught me good.

I'd hate to be a kid these days. I remember an OFCOM report about the 'state' of children's television in Britain. It was bleak and not much has changed. When I was younger we had cartoons like X-MEN. How cool is X-MEN? Superpowers are always good. Bu there's an underlying tension in X-MEN. A conflict between mutants and humans.

Mutants are humans but a little different. And humans are scared of them for just that reason. Sort of like how Africans must have appeared to Westerners in the 1400s. And how were they treated? Labelled. Enslaved. Destroyed. Exactly what humans want to do to mutants in X-MEN. But Professor Xavier believes they can co-exist. That neither race is superior. That all are sentient beings. His students are taught to accept difference. And to forgive the atrocities that humans have committed against mutants. His leadership and integrity essentially teaches young viewers everywhere not be racist.  Professor X is like Martin Luther King. But X-MEN offers another point of view. Magneto.

He's had enough. Humans had their chance. Why should we live with them after what they've done to us? Why don't we rid the world of humans and live together as brothers? Magneto is like Malcolm X.  Though, he is the bad guy and his views are shown to be wrong. But they are valid.  And when the X-MEN defeat Magneto, they don't celebrate. They know they are fighting one of their own. And saving the people who want to destroy them. See, X-MEN doesn't just paint a picture of right and wrong but it gives a voice to two sides in a pretty serious social debate.

It's also wrapped up in an action-packed and entertaining cartoon, with cool music too. What other cartoons do you get these days with such an insight into the human condition? What other cartoons treat kids like erm...adults? So stop trying to get a job in advertising and go write something for the kids. They need it.  And you might just save the world. Cue music.   

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Casual

is a good word. It takes the sting out of things. Try adding casual to these beauties: revision, indecency, racism, trafficking.  

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Conglomerate

is a good word. It's the 'con-glom' that makes it so fun. What other words have those two sounds? One day I'd like to share interests with such a consortium.  Just to use phrases like: "How's the conglomerate today?" "I need an update on the conglomerate." "Sorry baby I'll be late, it's the conglomerate."  

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I love the pose of the dog in this. Good ad.