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Before opening the pile of ads: please, God, may they be good. Please, please.
You see, gentle reader, I did this job once before, long, long ago, in the days of Bernard Barnett. Be positive, they said, be helpful, don't, whatever you do, slag them all off.
Well, as luck would have it, the selection then was abysmal. If they'd all been in someone's portfolio, you'd have said: 'Give up, my friend, advertising's not for you.'
Anyway, so upset was the industry's esteemed journal that my article never appeared.
Bernard himself wrote a piece instead, and even he, good-natured soul that he was, struggled to find ways to praise the efforts on review.
So, this time, please be good.
Argento is a drink being promoted on posters. It is the Real Argentina, as opposed to the unreal one on the left, I think.