In the case of Trinny (Woodall) and Susannah (Constantine), though, I hold firm. "Trinny and Susannah": such false familiarity, a down-the-throat matiness designed, here, to buy them the right to tell you that you look like shit.
But you can't deny that the self-styled style police have carved out a rather neat positioning for themselves. A couple of bitches with balls who shoot from the firm-control-knickers hip, not afraid to jab a finger at an offensive leggings-clad orange-peel thigh.
Their TV show, What Not To Wear, is a particularly cutting brand of makeover; victims - "lumpy tits", "square arse" - are taught how to tuck their saddle bags in and introduced to the joys of industrial-strength bras. It's deliciously sadistic, compulsive viewing.
It's this positioning Nescafe has bought for its new Original campaign.
The ad opens with Susannah (who "walks like a cart horse in a badly fitting bin liner", according to that mutton Carol Vorderman) all bed-haired and pink pyjamas, scratching her arse and, despite a face full of make-up, looking like a well-fed scarecrow.
This early-morning zombie is just about to commit fashion suicide when Trinny (Vorderman: "an anorexic transvestite") comes to the rescue with a cup of Nescafe. Never mind that for coffee lovers Nescafe is the hot beverage equivalent of a shell suit, the caffine is enough to bring Susannah to her senses and she stuffs herself into a burgundy ensemble instead.
Two warriors in the war against the nation's wardrobes, the caffined pair stride out, only to have their newly refreshed sense of taste offended by a poor moo who has managed to dress herself in black and white checks and a pink jumper. And what comfort can they offer this walking rag-bag? A jar of Nescafe, of course.
This is not a great ad, or even a very good ad from McCann-Erickson.
As brand spokeswomen there's nothing particularly warm and loveable about T&S. Yet they have attitude and a reputation for uncompromising taste; it's a smart, high-profile association for the ubiquitous coffee brand.
The pairing will play well with much of Nescafe's core housewife audience and even if you loathe T&S, their tongue-in-cheek delivery comes off well and steers the duo just shy of the Linda Barker-style sickly sell-out.
Even so, T&S's appearance in the ad has sparked another attack on the BBC for allowing its celebrities to exploit their TV shows for commercial gain. That won't worry Nescafe.
But I wonder if Nescafe, its parent Nestle, or T&S stopped to consider the effect the combination of coffee and two famous new mothers would have on some housewives. On Trinny & Susannah's own website you'll find a chatroom where a woman called Cat is very disappointed. "I'm shocked," Cat says. "Trinny and Susannah are both breast-feeding mothers and I have boycotted Nestle for two years now because of the fact that Nestle aggressively markets baby milk powder in developing countries." True or not, in the hands of a tabloid journalist this is the sort of thing a brand could find distinctly uncomfortable.
Then again, I suspect that quite a lot of people will agree with another correspondent on the "Virtual Sofa", Stephan. "Hi Cat," Stephan begins. "Sorry to sound so cynical, but do you think that 'celebs' care a monkeys? Ignore them and one day they will go away."
Dead cert for a Pencil? Not a hope, but would be handy for poking in the
eye if they ever offer you a jar of Nescafe.
File under ... B for better than the last one.
What would the chairman's wife say? "Does it come in organic premium