Economics and psychiatry are uncomfortable bedfellows. Every newspaper in the UK will contain at least 20 mentions of the phrase "credit crunch" every morning. The drip-drip of an indicator here, a rumour there, a rise one week, a fall somewhere else and before you know another retail bank has dropped off a cliff. We talk ourselves in and out of recession with ease.
Amongst all this, watching a brand make a few extra quid off the fact that we've not got any quid to spend, is a strange paradox. Some would say cynical. What else to make of ASDA's launch of the "credit crunch" sausages as reported in yesterday's headlines? The spin goes that ASDA are bring a meal to the table for £1.60 and that's great. On the flipside, looks like an exercise in taking the piss out of poor people, to get richer 'coping classes' to buy slightly cheaper ready meals.
BBC Sport are giving it the best possible shot. Their campaign is a cracker. Simple insight (no-one's got anyone to supoort therefore they won't care), matched with simple idea (who will you support?), execute it smartly (like they always do) and then throw the kitchen sink at it (the campaign is everywhere on telly and online). There's just a chance with them, that this won't be buried on BBC3 alongside Garth Crooks.
Come Friday night and a few pints, my mates and I have all agreed that all of us are alright at being marketers / PRs / accountants / fund managers / solicitors / whatever. But we'd all be geniuses if we were given the chance to do the music for the all the montages on Football Focus. I don't think so somehow.