Arctic Dive, Marx and Social and Political Thought

Why would any self-respecting Ad Man agree to marketing a deodorant called Arctic Dive.

More of that later......

.......sharing my flat with my son as he nears the completion of his Master’s dissertation which is to run to about 20,000 words most of which are already etched into my life one way or another, has been an edgy business so far. Not renowned for self-restraint and having only a medium length fuse to my superficially amiable character the prospect of near nuclear detonation has not been far away these past 10 days. Which explains my paucity of words at Worthy Heights but as a novice blogger I now become aware of the psychological importance of blogs and the escapism that blogging provides. It’s keeping the safety catch engaged. No ominous mushroom cloud over Worthing quite yet!

On the positive side my flat has taken on an academic aura with the lounge floor now strewn with books mostly on or by Karl Marx one of which., I am reliably informed is an original 1960s printing produced in Moscow in the depths of the Cold War. That’s cool and if Sussex Uni would agree I would like to keep this volume as an interior design piece. A little statement of my pseudo-intellectual clout

However on the negative side, having recently delivered my son from the clutches of one of Brighton’s many dodgy landlords (does everybody in Brighton own a “buy to let” and have hair highlights – more of that another time) I now find my bedroom looks like the “returns” department of Currys. And my main bathroom, a previously personal and cherished space, is overrun by post-modernist ideas and its accompanying cosmetic products. Would Marx have approved of the politically ephemeral, bourgeois “eleastic shaping” hair wax by the stylist and head honcho of hair products Paul Mitchell. No known relative of mine

Eau d’Issy has now been ousted by Arctic Dive. Each morning my son is enveloped in a nimbus of this execrable detergent which reminds me of jock straps and rugger players. The aromatic collision between Issy Miyake and Addidas may not be as important as the collision between Marx and Engels but it matters to me.

Why name a deodorant after a cold continent. Do polar bears smell like this? Is there a polar opposite, Antarctic Ice? In which case the under-evolved penguin springs to mind