Diary: Adland's cool creatives are just luvvies at heart

Being an industry that predicts, identifies and exploits trends for its clients' benefit, it can only be expected that the creators of ads will follow their own little fashions.

Indeed, one of Diary's spies has spotted a worrying recent trend among advertising creatives, that suggests they have developed a love for all things theatrical. For a close inspection of recent ads reveals a penchant for using show tunes as soundtracks.

For example, in Honda's "impossible dream", the title track is taken from Man of La Mancha, while Lynx's "getting dressed" features Over the Rainbow from The Wizard of Oz. In addition, WCRS's latest offering for Sky Movies, entitled "billboards", uses Pure Imagination from Willy Wonka & the Chocolate Factory.

Staying on the theme of food, Fallon's "the baking of Fabia" features My Favourite Things from The Sound of Music, while Vauxhall's "stunts" uses Don't Rain on My Parade from Funny Girl.

Diary thinks the only explanation can be adland creatives tuning into Radio 2's Elaine Paige on Sunday, which features, you guessed it, a whole host of show tunes.