Intense sadness in the marketing world as the olde worlde “as you do” and “my bad” – together with the  “ffwwwoooosh sound, (coupled with hand showing something just said went “clean over their head”) showing rapid ageing signs.

Even “bring it on” as touted by the Tesco Christmas TV advert – a mere five weeks ago is already looking a bit frayed round the edges, and “get in” – positively pedestrian, despite the pull of its ‘Almost American’ undertones.

“It’s reet bugger getting a handle on just what the dudes are saying these days, man” – complained Tristan Haarwelle, corporate head of  Aspirational Music and Heart-tugging images‘ at Weller, Weller and Spin – despite such items as the teeth-grindingly cringe-making “to be fair” gaining ground nationally.

“If fings get much worse, we’ll be playing the sound of American attack helicopters over every blasted advert, just to shock the buggers into buying” he added – “seems to work in the movies don’t it?”