There’s been a bit of this dodgy doggerel about recently, some bad, some good, and some just indif... more..

There's been a bit of this dodgy doggerel about recently, some bad, some good, and some just indifferent. This ad for Cathedral City cheese falls into the last category. The Betjeman pastiche or homage or whatever you like to call it is not cringingly awful, and they have resisted the temptation to shove in entirely inappropriate stuff about how it's made or what good value it is, but in the end it just sits there.

It is not offensive or silly, it's just amiably dull, like a pleasant but slightly boring relative. I hope that the process of putting it together was not too fraught. I couldn't bear the thought that this innocuous piece of footage was the result of massive creative tantrums and terrible arguments about things like directorial interpretation.

As it has turned out, I think it could usefully be put on a loop and played to insomniacs. I'm sure it would be most effective, and even the most manic cases would find themselves drifting comfortably off after a few viewings.

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