Did you look twice? A reminder from 1909 and our predecessor agency Mather & Crowther, London, that an advert is only valuable if it attracts your attention. So we need to go to a philosopher to find the definition, not a blue-chip philosopher but a rambunctious, philandering, drunken, provocative and wannabe philosopher: Arthur Koestler. He was a brilliant writer: Darkness at Noon (1940) is