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
Photo: Getty
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Here's something the political class has completely missed about Brexit

As Hillary Clinton could tell them, arguments about trade have a long, long afterlife. 

I frequently hear the same thing at Westminster, regardless of whether or not the person in question voted to leave the European Union or not: that, after March 2019, Brexit will be “over”.

It’s true that on 30 March 2019, the United Kingdom will leave the EU whether the government has reached a deal with the EU27 on its future relationship or not. But as a political issue, Brexit will never be over, regardless of whether it is seen as a success or a failure.

You don’t need to have a crystal ball to know this, you just need to have read a history book, or, failing that, paid any attention to current affairs. The Democratic primaries and presidential election of 2016 hinged, at least in part, on the consequences of the North American Free Trade Association (Nafta). Hillary Clinton defeated a primary opponent, Bernie Sanders, who opposed the deal, and lost to Donald Trump, who also opposed the measure.

Negotiations on Nafta began in 1990 and the agreement was fully ratified by 1993. Economists generally agree that it has, overall, benefited the nations that participate in it. Yet it was still contentious enough to move at least some votes in a presidential election 26 years later.

Even if Brexit turns out to be a tremendous success, which feels like a bold call at this point, not everyone will experience it as one. (A good example of this is the collapse in the value of the pound after Britain’s Leave vote. It has been great news for manufacturers, domestic tourist destinations and businesses who sell to the European Union. It has been bad news for domestic households and businesses who buy from the European Union.)

Bluntly, even a successful Brexit is going to create some losers and an unsuccessful one will create many more. The arguments over it, and the political fissure it creates, will not end on 30 March 2019 or anything like it. 

Stephen Bush is special correspondent at the New Statesman. His daily briefing, Morning Call, provides a quick and essential guide to domestic and global politics.