The ADgenda: this week's most offensive advert

Fifty years of Flash.

Flash is waving a red rag to a bull, gleefully taunting the British female population with its 50th birthday celebrations. Not content with enraging Londoners with its Underground advertising campaign during the Olympics ("Imagine London is your flat and the world's your mum. Don't you want to clean your flat ready for your mum's visit?"), which resulted in otherwise dead-eyed commuters spluttering with indignation at the idea that their city is a shithole the rest of the time (and that's just fine by the corporate fat cats) but once the global eye was momentarily resting on this little backwater, it was time metaphorically to shove your dirty dinner plates under the sofa.

The saccharine theme song jauntily bounces over the top of a montage of housewives with fixed smiles concentrating very hard on wiping a bin lid with a cloth. Years pass but the dedication to their womanly duty remains – all that alters is the height of the hairdos.

Fifty years down the line, it's worth taking a look back at the world Flash was born into. It's 1962 and a large proportion of the female population has managed to shake off the stifling 1950s pristine housewife tag. These women are about to embark on an adventure of discovery – exploring their bodies, experimenting with drugs and pushing the limitations of gender boundaries. 

Meanwhile, amid all this societal flux, a new cleaning product is being launched, the makers of which take one look around at the newly bohemian landscape and promptly set to work putting women back in their place. Know your limits. So this is what Flash is celebrating and they have a lot to celebrate. Fifty years later, millions of bottles are still being sold despite no attempt whatsoever to give a voice to the thousands of families who don't conform to mummy cooking in the kitchen, daddy smoking in the lounge. The first female prime minister, the contraceptive pill and the slow crawl towards equal pay in the workplace have all come to pass and the Flash ad execs have staunchly dug their heads deeper into the sand. Progress? Pah. Gender liberation? Bloody hippies. Fifty years of Flash, 50 years of tired old stereotypes.

A woman's work: a 1960s housewife. Chaloner Woods/Hulton Archive/Getty Images
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Inside the progressive alliance that beat Zac Goldsmith in Richmond

Frantic phone calls, hundreds of volunteers, and Labour MPs constrained by their party. 

Politics for a progressive has been gloomy for a long time. On Thursday, in Richmond Park of all places, there was a ray of light. Progressive parties (at least some of them) and ordinary voters combined to beat Ukip, the Tories and their "hard Brexit, soft racist" candidate.

It didn’t happen by accident. Let's be clear, the Liberal Democrats do by-elections really well. Their activists flood in, and good luck to them. But Richmond Park was too big a mountain for even their focused efforts. No, the narrow win was also down to the fast growing idea of a progressive alliance. 

The progressive alliance is both a defensive and offensive move. It recognises the tactical weakness of progressives under first past the post – a system the Tories and their press know how to game. With progressive forces spilt between Labour, Liberal Democrats, Greens, the SNP, Plaid Cymru, the Women’s Equality Party and more – there is no choice but to co-operate, bring in proportional representation and then a whole new political world begins.

This move opens up the wider strategy – to end the domination of the City, and right-wing newspapers like the Mail, so Britain can have a real debate and make real choices about what sort of economy and society it wants. A pipedream? Well, maybe. But last night the fuse was lit in Richmond Park. The progressive alliance can work.

Months before the by-election, the pressure group for a progressive alliance that I chair, Compass, the Greens, and some Labour, Liberal Democrat and SNP MPs and activists, began considering this. The alternative after Brexit was staring into the void.

Then the Tory MP Zac Goldsmith stepped down over Heathrow. To be fair, he had pledged to do this, and we should have been better prepared. In the event, urgent behind-the-scenes calls were made between the Greens and the Liberal Democrats. Compass acted as the safe house. The Greens, wonderfully, clung onto democracy – the local party had to decide. And they decided to stand up for a new politics. Andree Frieze would have been the Green candidate, and enjoyed her moment in the autumn sun. She and her party turned it down for a greater good. So did the Women’s Equality Party.

Meanwhile, what about Labour? Last time, they came a distant third. Again the phones were hit and meetings held. There was growing support not to stand. But what would they get back from the Liberal Democrats, and what did the rules say about not standing? It was getting close to the wire. I spent an hour after midnight, in the freezing cold of Aberdeen, on the phone to a sympathetic Labour MP trying to work out what the party rule book said before the selection meeting.

At the meeting, I am told, a move was made from the floor not to select. The London regional official ruled it out of order and said a candidate would be imposed if they didn’t select. Some members walked out at this point. Where was the new kinder, gentler politics? Where was membership democracy? Fast forward to last night, and the Labour candidate got less votes than the party has members.

The idea of a progressive alliance in Richmond was then cemented in a draughty church hall on the first Tuesday of the campaign – the Unitarian Church of course. Within 48 hours notice, 200 local activist of all parties and none had come together to hear the case for a progressive alliance. Both the Greens and Compass produced literature to make the case for voting for the best-placed progressive candidate. The Liberal Democrats wove their by-election magic. And together we won.

It’s a small victory – but it shows what is possible. Labour is going to have to think very hard whether it wants to stay outside of this, when so many MPs and members see it as common sense. The lurch to the right has to be stopped – a progressive alliance, in which Labour is the biggest tent in the campsite, is the only hope.

In the New Year, the Progressive Alliance will be officially launched with a steering committee, website and activists tool-kit. There will also be a trained by-election hit squad, manifestos of ideas and alliances build locally and across civil society.

There are lots of problems that lie ahead - Labour tribalism, the 52 per cent versus the 48 per cent, Scottish independence and the rest. But there were lots of problems in Richmond Park, and we overcame them. And you know, working together felt good – it felt like the future. The Tories, Ukip and Arron Banks want a different future – a regressive alliance. We have to do better than them. On Thursday, we showed we could.

Could the progressive alliance be the start of the new politics we have all hoped for?

Neal Lawson is the Chair of Compass, the pressure group for the progressive alliance.

Neal Lawson is chair of the pressure group Compass, which brings together progressives from all parties and none. His views on internal Labour matters are personal ones.