Monday, 18 March 2013

The media and Nottingham Forest - the defence

Forest are on a fantastic run, with 6 wins in their last 6 games; unbeaten in 7. Billy Davies return has, so far, been an unparalleled success; creating a collective sense of belief not just within the team, but back on the terraces. I must admit, even under SOD, I could never have seen such a run being constructed. Billy Davies deserves all the praise being heaped on him from fans (and I must say, as a sceptic of 'the return of the King', he has proven me very much wrong). Despite all this positivity, there has been an undercurrent of discontent at the portrayal of the club, the manager, and the owners. This has been fairly summed up in this article; but I, as a fan, disagree with swathes of it. This article will be my defence of media with regards to Billy Davies; the Al-Hawasi's; and the club in general.

I'll start off by saying, I agree that with the Al-Hasawi's tenure at the club, there has been an undercurrent of xenophobia in some of the reporting, such as the 'non-payment' of wages story earlier in the season. I do agree that the British press do cling to the romanticised image of football clubs being run by the local carpet warehouse magnate, born in the shadow of the football ground. This leads to a scepticism of any foreign owners, with them usually being portrayed as bad, mad or dangerous. However, some of the actions of the Al-Hasawi's, especially over the Christmas period, were questionable. Regardless as to whether or not it was the right decision with hindsight, the sacking of SOD after a 4-2 victory over Leeds, being 1 point off the playoff places at the time was widely attacked. It wasn't just attacked by the media with an 'anti-Al-Hasawi' agenda; but was roundly criticised by fans for being a kneejerk and unjustifiable reaction. Other potentially questionable decisions and actions (the abrupt dismissal of a number of backroom staff including FC; the George Boyd transfer debacle) quite rightly were picked up and critically examined in the press. 

My second real point is regards the relationship between Billy, the club, and the local media. It's widely known that the relationship between Billy and the old regime was toxic at best; and Billy will always feel hard done by in the circumstances in which he was sacked originally. But that happened almost 2 years ago, all the major 'actors' in the cold war on the club side are no longer with the club. This should be a new, fresh start for Billy and the club. Which is why the decision to not talk to local media outlets is baffling. BBC Radio Nottingham and the NEP have been full of nothing but praise for Billy since his return; and whilst there have been a number of 'anti-Billy' pieces in the media; these have to be expected. The circumstances in which Billy left were murky, and therefore he media have a right to investigate it. I'm sure the press did stray from investigation to speculation, and which they shouldn't have done, but they weren't alone. In the vacuum of information when Billy left, rumour filled the void. As for BBC Radio Nottingham, I rarely heard anything bad said about BD since his departure or during his tenure; except when fans rang in on Matchtalk.

Maybe the biggest point I want to make is in response to the line "Billy, consequently, has been far less co-operative with local media outlets second time around, bar a loyal journalist from East Midlands Today, Natalie Jackson." Journalists shouldn't be 'loyal' to anything but the truth. I don't want local media fawning over every decision made by the manager or the owners. I don't want dodgy decisions to be glossed over by journalists for fear of losing access to club personnel (as has apparently happened with BD and Radio Nottm, which I see as a childish tit-for-tat manoeuvre if it is in retaliation for 'bad PR'). A good journalist is like a sceptical fan. As the article above notes, we are fans of Nottingham Forest, not the current owners, managers or playing staff. That's why, for me, a journalist has to be loyal to 'Nottingham Forest', not loyal to the owners or staff. This requires them to hold the owners to account when any decisions or actions are carried out. This means questioning the manager when rumours are spreading. Local media has been far from perfect in the last few years; but the club has been even worse over the same period. The club needs to be open to the press and media; as by doing so, it's being open and honest with the fans. That's why we need the media to continue questioning the club. 

Thursday, 31 January 2013

Forest - A Few Thoughts

Since the 26th December, something strange has been happening in the bowels of the City Ground. The decision to sack O'Driscoll (in my opinion, a terrible decision on footballing and moral terms) was made with the excuse that results hadn't been good enough. Of course, the fans (and the manager, players, staff) had been sold the story that this was to be a 3-5 year project; where SO'D could craft a squad capable of taking us back up. A lot of us didn't expect a season of anything other than consolidation, but after the 26th December something seemed to change. Goalposts had shifted. Results weren't good enough, despite being a point off the play-offs. SO'D was shipped out. In came McLeish.

Now, McLeish wasn't an overly popular appointment at first. His record at Villa loomed large over previous achievements with Birmingham and Rangers. But, fans were willing to give him time and patience, to see whether he could succeed. Then, out of nowhere, three members of backroom staff were sacked and/or walked (details still uncertain). Keith Burt - the chief scout and head of player acquisitions; Mark Arthur - the (often maligned) former chief executive, and maybe most tellingly of all, Frank Clark - a club legend who had won the played for the club, managed the club, and steered the club through difficult times. All disposed of, with no explanation given.

Still, people saw a logic. Strip out 'deadwood'. Allow the new owners to install their own men into these positions. They have, so far, not been replaced. This meant entering a transfer window without a head scout, or any connections to sign players. McLeish had it all to do himself. He had been brought in before January in order to be able to bring in his own men. Forest made a few signings, got Ward back on loan; Reyes from West Brom (on loan), Al-Rashidi; but McLeish wanted 3 or 4 more signings. Despite putting in derisory bids, we somehow failed to land anyone. And so in came rumours of a bust up between manager and owner. Maybe this kicked the Al-Hasawi's into action, and signed George Boyd.

Now, George Boyd was apparently desperate to join. He'd turned down Palace (his boyhood club) to join Forest. He arrived and underwent a medical. And failed it, at 10pm, on deadline day - due to having problems with his vision. The club decided that they wanted Boyd on loan instead. He wasn't signed, and (rightly so) Peterborough's MacAnthony took to ripping the club apart.

In a few weeks, after months of sound management behind the scenes, the Al-Hasawi's have turned the club into a laughing stock; with scant credibility left in the footballing world. And with rumours of McLeish having walked, it's yet another day to forget for Forest fans (they're becoming increasingly frequent, no?).

I still think there's a chance this can be fixed - or at least, attempted to.

  1. We deserve frank answers on what the club's aims are this season. Realistic aims that the owners are willing to finance
  2. McLeish (if he's still here) should be allowed to come up with a plan of action to enable those aims to be met, through loan signings and future investment
  3. The reasons for sacking SO'D, Clark, Burt and Arthur (if he was sacked) should be made clear
  4. Long-term plans for the club need to be formulated, which can be sustainably enacted.
I hope something like this happens.


Not holding my breath however.

Sunday, 30 December 2012

The Worst Advert of 2012

At this time of the year, it is customary for people with opinions to write pieces about the preceding 12 months. As I lack the conviction to go through and write a full review of the year, but I have got the energy to write about my least favourite advert of 2012. Although I wrote about some least favourite adverts earlier in the year, this one didn't feature on my earlier list. It may appear innocuous to the casual viewer, but it is actually such a hive of evil that it needs to be tackled. The advert is...

DHL TV Spot - Partnership with Manchester United



Now, before anyone accuses me of a scorning hatred for Manchester United, I will point out that this advert could feature any team, and I would dislike it. Hell, even if it featured Dan Harding prancing on a big screen TV in the middle of Tokyo or Matt Derbyshire creepily leaning out of the side of billboard to stare at a beach, I'd hate it.

Why is it so bad, some of you might be asking (others will presumably just shrug, and get on with their lives). Let's start with, sensibly, the beginning. Sir Alex is in his office at Old Trafford, presumably returning from Carrington after a hard day's training (he is, afterall, in the DHL branded training kit).What you also may not be aware of is that SAF, the best manager currently in English football, is also responsible for a raft of secretarial duties at Old Trafford, including outgoing post and arranging couriers. Hence his playful shooing of the delivery driver; this shows they have a fantastic relationship forged through regular contact. Maybe they often spend their days off together at the Trafford Centre. Good to see Sir Alex is keeping it real, despite his success.

After the DHL van transformed from a vehicle, forged of steel and plastic, to a pulse of light and pure energy, we emerge into Tokyo to see Ryan Giggs interrupt an interview during a training session at an international stadium (DHL kit again), to receive the pure bolt of energy, run with it, before firing it out. The bolt of energy flashes round the world to Rio, where some street children are playing football. They're not inspired to play football by the fantastic national side, some of whom grew up playing street football like those kids do; instead inspired by that renown Brazilian player, Javier Hernandez. Next, we pop over to a branch of Comet in some Dubaian Meadowhall, where a slightly shifty looking Rooney checks to make sure the coast is clear, before smashing the ball/pulse of raw energy so hard it travels from the Middle East to Old Trafford again, before engulfing Old Trafford in some kind of halo.

Now, it's undoubtedly bad, but is it the worst advert of 2012?

Yes.

It appeals and glorifies everything I dislike about football. I understand in the modern world of sport, a global appeal helps to shift more merchandise and allow you to pay your footballers a little bit more; but it creates a group of supporters who only follow a foreign team thousands of miles away. Why support a local Japanese side, when you can buy yourself a United/Chelsea/Liverpool shirt and claim to be a fan, because you watch them on TV and follow Rooney/Cole/Downing on Twitter. It's the globalisation of football; and the homogenisation of everyone following the same dozen or so big European teams, at the expense of local sides. Reminds me of someone I knew at college who said he was a 'Real Madrid fan', and would join in discussions of football; following stories of 'Forest beat Port Vale 2-0 at the weekend' with 'Real were sick this weekend, thrashed Seville'. How can you be a Real Madrid fan when you've never visited Madrid, and your family have no ties with Spain? It's good to take an interest in football around the globe, but it begins to appear slightly strange when you support a team playing in a league on the other side of the globe instead of one in your own country.

The advert also demonstrates the trend of more pointless commercial exploitation of football. I know even Derby had training kit sponsors, but DHL shelled out £40m for a deal that would see their shirts prominently displayed in private, and on Sky Sports News during their weekly 'footage from Carrington showing footballers practising football' slot. Unless the supply chain/logistics managers of several big companies happen to watch a lot of midday Friday Sky Sports News, I wonder if it isn't £40m wasted.

And the music's bad.

EDIT

Just read that the Glazer family bought out their contract with DHL, as they believe they can get more than £40m. So the advert isn't just bad, it's also out of date - so a massive waste of money. At least it won't be on t'telly no more.

Sunday, 9 December 2012

My Best Albums of 2012

I'll be the first to admit, I can't write music reviews. I've tried; and most of the time I end up using clichés more suitable to a sports report by Alan G. Partridge. However, similarly to the aforementioned Partridge; I've not let a lack of any discernible ability stop me from writing about my personal five favourite albums of 2012. So, enjoy reading through a couple of hundred words of pretentiousness, awkward phrasing and (possibly) poor taste in music. To compensate, I've created a playlist of my favourite tracks from all the albums, and put them into a Spotify thing that should work.

5. Beacon - Two Door Cinema Club

The follow-up to the band's 2010 début album Tourist History, is no dramatic departure from the busy, guitar-driven style that made Two Door an indie disco favourite. Whilst some may comment that this shows that the band have played it safe, the whole album is a more polished affair, and is more subtle in its execution; however, this does mean that album lacks some of the raw energy of Tourist History. The first track, Next Year manages to set a fairly brisk pace which the album continues, whilst Someday is perhaps the track that sounds most like it could have been lifted from their first album. My personal favourite track on Beacon is Pyramid, which starts quietly enough, before building to a frantic and chorus. Whilst, overall, the album possibly doesn't quite match the high bar the band set themselves in their first album, it's still a very good listen from start to finish.

4. Have Some Faith in Magic - Errors

I must admit I was only introduced to Errors in the first few months of this year; but I'm unsure how I managed to miss them for all these years (well, being behind the pulse of new music may be the biggest reason). The Glaswegian electro group's third album is crammed full of multi-layered synth and powerful guitar riffs. The album's opener, Tusk, is a melting pot of soaring electronica and a more gritty, distorted rock sound. The album, like Errors' others, is hardly what you'd describe as 'radio friendly', with most of the tracks coming in at over 4 minutes long, with the bass-driven Pleasure Palaces lasting for over 6 minutes; and the lack of any vocals (bar for the odd burst of digitised chanting or harmonising with the melodies). This has to be one of the best electronic albums I've heard for while (not that I'm an expert, mind you), and it's already been followed up by a mini album (New Relics), so hopefully Errors can continue their good work.

3. Coexist - The xx

Another band who had to follow up a fantastic début album were the XX. It was never going to be easy, but in Coexist, the band have certainly not disappointed. I would say they've built on their unique sound of stripped down vocals and guitars, with rhythms masterminded by Jamie xx; but for Coexist, the sound was less built on and more reduced to the bare bones. The album is perhaps at its best when enjoyed when listened to as a whole; as tracks flow into each other; leaving the listener hanging on to every note. If you do break the album down, my personal favourite tracks are the single Angels (not related in anyway to the Robbie Williams' track of the same name) and Tides. Following a Mercury award-winning album would always be tricky, but Coexist has proved it could be done.

2. In Our Heads - Hot Chip

Hot Chip can always be relied on to provide an excellent (if always slightly nerdy) album, and they didn't disappoint with 2012's In Our Heads. The album really demonstrates the band's range; from the up-tempo dance tracks of How Do You Do and Night And Day; to the slower and more vocal-led melodies of Let Me Be Him. My personal highlights of the album are the opening track Motion Sickness, and the hypnotic, 7-minute Flutes (which provided 2012's "Unwatchable Music Video"). As the band's fifth studio album, In Our Heads seems to suggest that Hot Chip are capable of producing a mature, yet still immensely fun record.

1. An Awesome Wave - Alt-J

This may seem a tad predictable seeing as the album has been lauded by everyone (except Pitchfork, who inevitably managed to wriggle a reference to Radiohead into their review), but this first album from the Cambridge-based quartet is worthy of all the praise (and the Mercury Music Prize) that it received. Alt-J (not to be confused by X-Factor filler 'Union J') have created a fantastic record that blends folk, dubstep, electro and more traditional indie rock seamlessly, from the heavy sound and awkward rhythms of Intro, it leaps to the haunting a cappella that is Ripe And Ruin, before again switching to the syncopated drumbeat and powerful piano chords of Tessellate. Matilda offers a slower and more hushed tone to the piece, before the band let loose on my favourite track, Fitzpleasure. The lyrics can be baffling, and the vocals strained; but it all adds to the unique sound of the record. Like The xx and Two Door Cinema Club, who have had to follow up fantastic débuts; I can't wait to see what else Alt-J have to offer.


Sunday, 25 November 2012

Uncharted territory

This piece was originally going to be about local radio (general jist - it's dead and probably isn't worth saving bar local football coverage; but that's for another time); but in doing some brief research, I looked at the charts for the first time in years.

Jesus.

Stock image of lots of records acting as a metaphor for the number of copies needed to be bought before your single gets anywhere close to outselling 'Gangnam Style'.

I'll try to be as fair as I can. Four tracks were R&B, which, whilst not my taste, I'll let pass. One was Robbie, who does deserve some kind of reward for services to tabloid editors and Gary Barlows everywhere. Three of the 'Top 10' were the mundane products of the television talent trawls (on the current evidence, there appears to have been extensive overfishing), one was the current soundtrack to a certain department store's advert (only in the world of snowpeople, is knitwear an acceptable present), and one is Gangnam Style. The album chart offers little else more exciting; bar the presence of SuBo (whose album was launched with the questionable Twitter hashtag of '#SusanAlbumParty') and some Christmas albums you can tell only shift any copies due to strategic placement in branches of Asda up and down the country; enticing impulsive shoppers that with Christmas only a month away, they desperately need to buy a soundtrack to fill even the most magical of days with intense mediocrity. 

My own Spotify chart is maybe not representative of wider music tastes...

The thing is, are charts even relevant now? The singles chart is based on physical sales of CDs (although I struggle to imagine anyone who buys any of the singles featured on a CD) and downloads; but in a world of streaming, actually purchasing a track is becoming increasingly rare. There are differences between the official top 10 and the most-played charts on streaming services. Six tracks appear in the Spotify 'Top 10' recent most-played that aren't in the official 'Top 10' (on a side note, my recent most played does feature New Order topping the charts, so I might be slightly out of touch with modern culture). How would you begin to classify streamed tracks though? How many plays of a track on Youtube would be equivalent to one full purchase? This would also enable the charts to be much easily manipulated - can you imagine the droves of One Direction drones playing 'Let's have a party but not tell Mum and Dad' (or whatever their tracks are called) repeatedly to ambush the charts. However much I would love the chance for 

Are the charts even representative of the modern music landscape? With so many alternative acts managing to spread their music over the internet, music has been diversifying away from the mainstream recently. This undoubtedly leads to a dilution of music; with more artists managing to attract attention outside of the traditional channels. Does this reduce the charts' importance? Are they anymore of a relic of simpler times, reduced to showing nothing more than the purchasing whims of a small section of teens.

More popular than Joy Division? Possibly. More eco-friendly? Again, possibly. 

Maybe a more apt question is whether the charts ever mattered? Lots of acclaimed bands (e.g. The Smiths, Joy Division, Arcade Fire and many more I can't be bothered to 'Wikipedia') were never massively successful in the charts; whereas Mr Blobby (Christmas number 1), the Wombles (four top 10 singles) and Black Lace (three top 10 singles). Serious acts don't always thrive in the charts, whereas wishy washy pop and novelty singles will always do well (Crazy Frog?). So the questions about the importance of the charts might be pointless; rather like the charts themselves. They may become less important; but they never were anyway.

Sunday, 28 October 2012

Forest: From crisis to quiet confidence

The start of this season was a strange one. After the sheer sense of relief at somehow ensuring survival in the championship at the end of last season, a flood of optimism arrived down the Trent (via Kuwait) in the form of the al-Hasawi family. As I wrote a piece about how the club could look to prosper in the future without the backing of an owner with deep pockets, we were promptly snapped up by one, immediately rendering a lot of my points obsolete. With 13 games gone, it gives me an excuse to have a look back and see how Forest have fared with the first (approximately) quarter of the season already down on paper.

Defence


Like Luke Chambers. But Spanish. And not playing for a side rooted to the bottom of the Championship.

It was less of a spring clean at the City Ground over the closed season than a wholesale clearance sale. Except that to have a sale, you have to exchange a product for money. We were more allowing neighbours to come into the house and pick what they fancied, such was the contract mess with several players. 5 players in total left the club on free transfers; with some greater losses to the club than others (see Anderson, Paul and Chambers, Luke). But, with the sale of Gunter to Reading and the beguiling decision of Freeman to request a transfer from a regular place on the Forest bench to a regular place on Derby's bench; the club were left with only one senior defender. The recruitment of an entire back four was a priority; and was surprisingly completed without problem. Greg Halford and Dan Harding joined from both '-hampton'-based clubs; whilst the Reds recruited Danny Collins from the potteries to provide solid base to the central defence. These three have played well, and although prone to the odd mistake, have proven themselves to be as good as the individual players they replaced. And Dan Harding is a left back; a position the club had appeared to have retired out of respect to a certain former left-sided fullback. The club complemented these permanent recruitments with Sam Hutchinson, a loanee from Chelsea who has impressed whenever he has played; a young fullback with a promising career at a higher level than this; if he can beat his injury woes. Flying in from the far east (Norfolk) Daniel Ayala has, after a shaky start, grown into his position at central defence; and after a small injury woe, Norwich have even been nice enough to send us a courtesy defender (Ward) whilst he recovers.

Defensively, the club have been generally solid. At home, only 3 clubs have conceded less and only 2 clubs away from home have conceded less (although another 4 clubs have performed as well defensively as the reds on the road). However, despite the good defensive stats, the club have only been able to keep a clean sheet twice all season, which isn't a problem when we're scoring; but could pose a problem if we encountered another lean spell like last winter. The foundation of these good defensive performances has been the man between the sticks, as Lee Camp has seen a return to form after some less than impressive performances at times last season. Despite my oft-repeated statement to Forest-supporting friends that Camp will make at least one stupid fumble in every game; he has made some outstanding saves; and is playing with a confidence we haven't seen since the Scottish-manager-who-will-remain-nameless was in charge.

7/10

Midfield

Guedioura and Reid celebrate the Irishman's equaliser at Bolton

Forest seem to have a wealth of midfield players. Even last year, when we were woeful, you could man an invasion of the Isle of Wight with midfielders sat on the bench, contributing little. We still have a glut of midfielders, and could still take Cowes with some of those who don't make the starting XI, but we seem to have a better set on and off the pitch. Last season's fan favourite from the Black Country, Adlène Guedioura, made his stay more permanent, and has helped provide a creative spark in the centre of the pitch (and, with referee's enough practice at spelling his surname, after 4 bookings and 2 dismissals). The very exciting signing of ex-Arsenal starlet Henri Lansbury, has so far, seen injury restrict his ability to leave an impression on the side; but has shown glimpses of his talent in the games he has featured in. James Coppinger, on loan from Doncaster has offered another option on the wing. Possibly the most important signing of Sean O'Driscoll's new-look Forest side, and the best value signing in the division; is Simon Gillett. The midfielder, a free transfer from South Yorkshire, has filled the much-missed void left by Paul McKenna's departure last season, breaking up play and initiating many attacks. 

But new arrivals aren't the totality of the story. Andy Reid and McGugan have continued their good form from the back-end of last season, both contributing a number of goals from set pieces. Reidy in particular, has become one of my personal favourite players, possessing a physically improbable ability to remain agile, dance away from defenders, and yet still look like he's enjoyed one or two many basket of Wings from Hooters. Joining Reid is another past favourite, Jenas. He's not really had a chance to shine, but has still managed to get on the scoresheet. And whilst talking of fan favourites, this season has seen the return of Chris Cohen after a lengthy absence through Injury. On his day, Cohen is far and away the best player in our squad, possibly in the division. I'll skip the cliches, that have been oft-written about Cohen; but needless to say, I'm glad we have him back.

8/10

Attack

Billy Sharp celebrates opening the scoring at Bloomfield Road by having a bite of a fan's hot dog. 

We've managed to rid ourselves of several goal-shy strikers (quite literally sending McGoldrick to Coventry), and have brought in a new look strike-force. And, on paper, it is a forward line that should give most defenders a headache. Previous target Simon Cox has finally been snapped up from West Brom, and has been joined by another previous darling of Doncaster, Billy Sharp. Dex has found a great goalscoring form, with 4 goals already, getting us out of jail plenty of times. And (something, something) Tudgay. 

We've been a little Jekyll and Hyde with regards goalscoring however. At times, we've struggled to create much or breakthrough; whilst recently, we've managed to put three past current leaders Cardiff City. We already have 11 different goalscorers, and after Sharp's broken his scoring duck, we can only hope he'll find the same form that won him plaudits at the Keepmoat.

7/10

The Manager

SO'D, proving you can be a decent manager without having to start arguments with the chairman week in, week out

O'Driscoll has been a breath of fresh air. For too long we've either had dysfunctional managers who enjoy airing out dirty laundry in the open, blaming fans, shady 'transfer acquisition panels' or unseen 'dark forces'; or tactically useless managers who bypass the midfield or are called 'Colin'. SO'D has got us playing nice football; and although he has got line-ups wrong and at times has been outmanoeuvred tactically (surprisingly enough, by the duff Clough) - but we've only lost twice this season. He's managed to make substitutions that have changed games, and won us a number of points. He's quietly turning us into dark horses that could sneak into the top six come the end of the season.

8/10

Summary

So far, so good. Apart from a slight wobble in September, we've impressed at times, and are proving hard to beat. All we need now, is to be able to find a way to convert draws into wins, and we can begin to believe that Forest might be possible of more than just midtable consolidation.

Sunday, 14 October 2012

The science of nonsense

Science is brilliant. I mean, it's given us so much. Pasteurisation. Electricity. Immunisation. The ability for anyone to send celebrities on the other side of the world abusive messages over the internet. And, finally, mankind's progress has peaked. Never will anything better be invented. We should shut down CERN, sell off NASA and convert laboratories worldwide into branches of Greggs and SportsDirect. Ladies and gentlemen, I give to you: L'oreal Paris Revitalift Laser Renew.


Now, it's fairly clear to most people that all other anti-ageing creams are almost always no better for skin than smearing your face in industrial slurry; but this is a different kettle of chips, apparently. Here's my blow by blow deconstruction of some poor marketing intern's piss poor attempt at science.

1. 'Imagine if you could laser renew your skin'

The advert starts brilliantly, asking the viewer to imagine what life might be like if you could harness the power of photons emitted from excited atoms to effectively time-travel your skin back a decade or so. Of course, lasers can only really revitalise skin by slicing off the saggy bits. Just ask Bond if, when strapped to a metal table with a high powered laser powerful enough to slice through gold bars, the first thought to cross his mind was 'Oh well, at least the skin around my gentlemen's area will be renewed'. So, firstly, the concept of lasers doing skin any good is a fairly hard one to grasp.

2. 'Hyaluronic Acid' and 'Pro-Xylane'

I thought at first 'Hyaluronic Acid' was one of those pretend substances that screenwriters like to chuck into movies to 'fill the gaps' in real science, like turbidium, kryptonite and the laughably named 'Unobtanium'. But, a cursory search on that well respected scientific knowledge repository (wikipedia), revealed that 'Hyaluronan' actually exists. Apparently, it's pumped under the skin to smooth out wrinkles, a little like an internal Polyfilla. So maybe it does work. Pro-Xylane, is also, apparently, the latest 'big thing' in 'anti-ageing "science"'. But these chemicals aren't included in this advert due to any alleged youth inducing properties they may have. It;s because they look sciencey. How can you doubt something with THREE PERCENT Pro-Xylane. It could cause your face to melt into a dermatologically youthful puddle; but who cares BECAUSE THERE'S MORE OF IT THAN EVER. It sounds complicated, so it must work!

3. Vague Claims

Insert vague claims about skin appearing 'firmer' and wrinkles 'reduced'. They could have referenced some clinical studies that could provide evidence for the biblical qualities of Hyaluronic Acid, Pro-Xylane, whatever they have in it, to really back up their claims. Heck, even the standard '80% of women tested could tell the difference' statement based on a survey of a dozen participants would have added more gravitas. But they don't have this either. What they do have instead though is...

4. The Daily Mail.

"IT REALLY WORKS" - The Daily Mail. Evidence from the most respected scientific organ (albeit it, the appendix) is the proof they are going to sell this product on. The validity of any scientific claims made by the paper which is obsessed with classifying every object known to man into either a cause of or a cure for cancer are, arguably, questionable. One can be forgiven that if the Daily Mail states that something 'REALLY WORKS', you may want to seek a second opinion from a more reputable scientific journal. Like Nuts.

5. 'Trust Science'

The ironic end to an advert that uses science as nothing more than a glossy veneer of respectability to sell yet another identikit anti-ageing cream. I've seen programmes featuring Derek Acorah which promote a greater trust in science.

Today a man broke the sound barrier protected by nothing more than a big coat and a helmet. That's what science is really about. Unfortunately, it seems to be invoked more to sell overpriced cosmetics to people worried about their appearance, than to explore the world around us.