Back in the 1970s, a less politically correct age, there was a standby formula for television advertising known as 2Cs in a K, which would feature two women by a washing machine engaged in unlikely conversation about some wondrous new detergent. Since The Spectator is a family publication, I shall pretend that 2Cs in a K stood for two ‘consumers’ in a kitchen, although it did not. If you are still trying to puzzle this out, the male equivalent is two dicks near a fence, a routine in which one man implausibly explains to his neighbour the many virtues of a particular woodstain, say, or one of those natty electric pressure washers which allow you to jetwash your patio while pretending you are wielding a flamethrower during the Tet Offensive.
Eventually this formula became tired, and it is now in decline. However, like all formulae, there were reasons for its use.
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