Alex Genn Concept to long copy and everything in between.

Mooo

I went to the Lake District recently. It’s a very middle class holiday destination. Minimal air miles, men in huge coats and Teflon coated hats marching up hills, portable sat-nav in hand. I don’t know if it’s usually men’s idea to go there but I saw a lot of women, trudging along behind in leggings and a pair of white trainers, I suspect they usually wear to yoga and call pumps. They don’t look very excited about being there. I imagine they’re having conversations which go something like this

Him: “Come on darling! Where’s your sense of adventure?!”

Her: “I left it in the Volvo.”

Still though, I like the countryside, the cows say moo. But they mean yes.