Where can that fish be? Ooooh, fishy, fishy, fishy fish!
I didn't find this pic in here, so...
Emilia Fox, Terry Gilliam and Greta Scacchi pose naked with a fish to promote the cause of sustainable fishing. Photograph: Rankin/PA
So with only a little help from his friends Paul McCartney is to save both the planet and our sorry, overweight hides by turning the long-established notion of getting people to eat less meat into a celebrity-fronted campaign. Although the unseemly scramble to cover the Independent's story is now being joined by the rest of us, you have to wonder whether more people would be paying attention if the campaign was fronted by a naked woman.
What about a naked woman clutching a dead animal? A fish, perhaps. And what if the naked woman was Greta Scacchi? It's an insulting question, I know. What the people on Word of Mouth really want to know isn't the name of the woman. They want the name of the fish.
A cod, as you ask, a lovely big shiny one. And it's being clutched to Greta's bosom to draw attention to a new film about the damage being done to fish stocks by ravenous industrial-scale fishing. The End of The Line has already received some attention here and elsewhere partly because it tells the story of Nobu's unwillingness to stop serving bluefin.
But clearly the producers wanted to make a bigger splash. Hence a naked Greta. And a naked Emillia Fox and a naked Richard E Grant and a rather less appetising naked Terry Gilliam, all of them clutching something from the deep. Of course the use of nudity to draw attention to a cause is nothing new; PETA did it with Naomi Campbell and fur. Before Naomi decided she liked fur after all.
But what's striking about these is that they're just two of a whole bunch of campaigns and campaigning films around food right now. It may be that the End of the Line people needed the nudity just to grab a little mass media space amid all the other issues competing for attention. In my piece for Sunday's Observer, I examine the way food issues campaigning became hot, and the downsides to celebrity endorsement.
But what do you think of these sorts of techniques? Do they draw you in or do they turn you off? Or do you simply see them as being aimed at an entirely different, less food-orientated demographic which needs something else to hook them, that something else being an ex-Beatle or a naked Greta Scacchi clutching a big cod. Forgive me if I sound obsessed. I am. Just a little. It really is a fantastic cod.