I’ve just returned from a summer break in Turkmenistan, a fabulous place with absolutely nothing t... more..

I've just returned from a summer break in Turkmenistan, a fabulous place with absolutely nothing to recommend it at all. 80% of it is desert, and the inhabitable areas, which are insufferably hot are ruled by a lunatic despot whose name contains at least 20 syllables. After seeing this ad for Chedds, apparently a cheese like substance aimed at young people, I am thinking of returning there on a permanent basis.

The commercial is not entirely without a quirky charm, and if I had not spent the last month or so watching people squabble over half a cup of rancid yaks milk, I might have taken it in good heart, but as it is I can't quite get the joke. Should historians in some future time find themselves rootling through the detritus of our civilisation, and should they come across this commercial, I cannot imagine what they might think of our world. As Ozymandias put it ‘ Look on my works, ye mighty and despair' or words to that effect.

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