It has occurred to me that the only thing more cringeworthy than hearing your dad champion the Spice Girls' music as being "highly dance-able" is seeing brands (or advertising agencies) trying to latch onto the latest fad.

Text messaging, Facebook, Twitter - whatever the newest thing is, you can pretty much guarantee there'll be a clumsy, screaming puddle of companies squirming to show you how "with it" and how "like you" they are.

My advice to them: act your age. Imagine having Richard Madeley follow you around and imitate every little thing you do. That's you, that is.