Diary is keen to hear from advertising's most tolerant parents. And
Paul Cardwell, the creative director at Doner Cardwell Hawkins, known in
the industry for his love of the arts, last week swapped his opera
glasses for some heavy duty earplugs as he dutifully took on the role of
The occasion was brought about by US badboy rapper Eminem, on tour in
Blighty. Eminem's antics with a chainsaw were enough to keep the
chattering classes yakking last week, but while most parents were
rolling their eyes to heaven, asking their kiddiwinks to turn down the
stereo and enticing them with tickets to the Tweenies instead, Cardwell
was moshing with his teenage daughter and ten of her closest friends at
a sell-out concert in London.
However, despite having the honour of escorting the wild young things,
Cardwell could hardly have anticipated just how hands-on his role as
chaperone would be. With prime seats right at the front, within spitting
distance of Mr Mathers III himself, Cardwell could have been forgiven
for thinking he'd outdone himself in the coolness stakes.
Well, it was lucky for the girls that he was there - and we're not
talking about his formation dancing and waving arms routine. Alas,
overcome by the emotion of watching their mask-clad hero, the excited
young things began dropping like flies. Literally. Cardwell recounts
that four of his charges fainted and had to be manhandled over the
barriers to safety.
On getting them safely home, his duties didn't stop there. They awoke,
ravenous after their adventures, to find Cardwell had donned his pinny
and made 30 rounds of bacon sarnies. Guess who's going to be washing the
car for the next few weeks ...