Never forget ... the possiblity of rape

Because there's really nothing worse than being locked out, or having to borrow a fiver off one of your mates, or, you know, being brutally raped.

This a truly weird product, a rape alarm, that's also a stylish urban fashion accessory. Am I right in thinking that BBH developed it?

Ad agencies have a weird relationship with rape, they're largely male environments and there's something about the riskiness of rape as the ultimate shocking form of coercion. Creatives bring a special nasty relish to these briefs: 'yeah, shocking innit? Well it's meant to be love.'

You can't really advertise a rape alarm without also making women mindful of the real and constant possibility of rape and therefore spreading fear. Their sales figures would serve as a barometer for just how unsafe women feel. The best viral campaign would be an episode of Sex and the City that opened with Sarah Jessica Parker walking along talking to herself and then suddenly being sexually assaulted. With the line 'rape can happen when you least expect it.'

Yep, it's a brief I would happily turn down.