The ‘Are we 100% Pure’ debate rages on, with the PM insisting that the slogan is just a marketing campaign and is therefore ‘aspirational’, and Labour deciding, weirdly, that we just need to abandon it because that’s easier than not turning all our rivers into toxic waste dumps.
As with most of our national crisis, this can best be resolved by asking ‘What would Don Draper do?’ And I think he’d say something along the lines of ‘Slogans are aspirational. They don’t need to be true, but you need to aspire to make them true.’
Disneyland calls itself ‘The Happiest Place on Earth’. They don’t mean that literally, but they try and make their customers happy. They don’t claim they’re the happiest place on earth and then pump tear gas into their air conditioning, which is kind of what New Zealand does when it calls itself 100% Pure and then floods most of its waterways with cow shit and approves open cast mines in its conservation sites.