There’s a lot wrong with the world.

But right up there.

Is a fucking precompressed helical spring toy invented by Richard James in the early 1940’s.

That your 4 year old daughter dumps on your bloody desk for you to unravel.

When you’re in the middle of running 4 brands.

Copywriting for 4 clients that are relying on you to be world class.

All of which is manageable of course.

Yet I can’t unravel this bastard thing.

For my patient, doe-eyed daughter.

Stood staring at me.

By my desk.



Take a look:


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