"What the Fcuk? That's what I thought when I saw the latest window display for French Connection at Oxford Circus. More O'Ferrall, the nameplate of the UK's biggest supersite company - my billboard brand - had been transformed into More O'Fcuk. Time to bring in the lawyers. Time to write to Stephen Marks. Time to ring Clever Trevor. Then I laughed. Fcuk is one of my favourite campaigns. Abortive forays into telly aside, it's a consistent investor in billboards, using the medium with wit and style and innovation. And imitation is the sincerest form of flattery. If Newky Brown can spoof Opium and Kaliber can spoof 'Hello boys' with such confidence - I surely could let this one pass."