Simon Turner - Waitrose's plumbing of the depths

Just a quick note, as much for my benefit as for anybody else's (ie, I wanted to make sure I wasn't hallucinating this after ingesting a bad sandwich): Waitrose have a new ad they're running for their autumn foods campaign, which features the usual montage of images of conkers and kids kicking through piles of autumn leaves and miraculously not whanging foot-first into a dog turd. None of this is especially offensive, and is no more nor less anodyne than most televisual advertising. What is worrisome is the soundtrack: Roger McGough reading Keats' 'Ode to Autumn' with 'Golden Brown' by the Stranglers tinkling away behind him. This is wrong for so many reasons, not least of which is the narrow and smug notion of 'poetry' that ad execs clearly have. Immediately after this I saw the new ad for Warburton's, an eerie and imaginative concoction, which contains far more poetry than a whole barnful of McGough-endorsed conker-stuff doughnuts, or whatever it is that Waitrose are peddling. I feel like going to bed for a month and hoping that all this goes away...