The ADgenda: Jamie Oliver's Cook it, Snap it!

Annoying ad campaigns.

Jamie Oliver divides opinion. An unassuming little fella he first took to our screens with a bish bash bosh approach to cooking, teaching us that it's ok to make sub-par vaguely edible food as long as you do it with a cheeky grin and a wink. There were a few naysayers but we chucklingly dismissed them as out of step. After all this was Jamie, our lad about town. He clearly couldn't believe his luck, having come from humble beginnings in the kitchen of his dad's pub he was now fronting a primetime cookery show where the more slapdash and lairy he was, the more the public lapped it up -  chuck in some pasta, add a bit of salt, you got yourself a gourmet meal. He quickly maximised his exposure, tramping through fields squeezing mozzarella balls as the poster boy for Sainsburys and made time to set up pretty worthwhile projects like Fifteen, giving employment to teenagers who were struggling. But clearly, he never wanted this fame - his face grinning out from every bookshop window, his merchandise packing the supermarket shelves - such fame was too much responsibility for one man to shoulder. All this had been a little joke that got out of hand, a dare conceived down the pub - fake an Essex accent, throw some food around a kitchen and see how long it takes the British public to cotton on.  The adoration of the British public has lost its appeal for Jamie, it's the only explanation for the frankly antagonistic move he's now pulled. He's going out with a bang, with the ultimate annoyance that will make the public shun him forever. He's done his research and discovered that the most heinous culinary crime is taking incessant photos of food. A pastime that has seen a surge in popularity recently thanks to the young things' obsession with Instagram - a tool that lets you add a rosy vintage-feel filter to photos, magically turning your sausage and mash into gourmet fodder at the tap of a button. So popular is this penchant for documenting every morsel that passes our lips that there are whole websites devoted to it, and now Jamie's cashing in. With his Cook It, Snap It! ad campaign - a call-out to the nation to buy his latest cookery book, have a go at piling all the ingredients together, and then photograph the results which will be compiled into yet another stocking filler - no doubt he's hoping that in one fell swoop he can line his pockets for the future and piss off the British public enough that they will leave him be. Life of a solitary mountain goat herd, here he comes.

Jamie Oliver. Photograph: Getty Images
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Watch Ian Paisley Jr thank Martin McGuinness for partnership that "saved lives"

The son of Ian Paisley said he "humbly" thanked the man who was both his father's enemy, and then friend. 

Northern Irish politics started 2017 at a low point. The First Minister, the Democratic Unionist Arlene Foster, is embroiled in scandal - so much so that her deputy, Sinn Féin's Martin McGuinness, resigned. Then McGuinness confirmed speculation that he was suffering from a serious illness, and would be resigning from frontline politics altogether. 

But as Ian Paisley Jr, the son of the Democratic Unionist founder Ian Paisley and a DUP politician himself, made clear, it is still possible to rise above the fray.

Paisley Sr, a firebrand Protestant preacher, opposed the Good Friday Agreement, but subsequently worked in partnership with his old nemesis, McGuinness, who himself was a former member of the IRA. Amazingly, they got on so well they were nicknamed "The Chuckle Brothers". When Paisley Sr died, McGuinness wrote that he had "lost a friend".

Speaking after McGuinness announced his retirement, Paisley Jr wished him good health, and then continued: 

"The second thing I'm going to say is thank you. I think it's important that we actually do reflect on the fact we would not be where we are in Northern Ireland in terms of having stability, peace and the opportunity to rebuild our country, if it hadn't been for the work he did put in, especially with my father at the beginning of this long journey.

"And I'm going to acknowledge the fact perhaps if we got back to some of that foundation work of building a proper relationship and recognising what partnership actually means, then we can get out of the mess we're currently in."

Questioned on whether other unionists "dont really get it", Paisley Jr retorted that it was time to move on: "Can we please get over that. Everyone out there has got over it. We as the political leaders have to demonstrate by our actions, by our words, and by our talk that we're over that."

He said he was thanking McGuinness "humbly" in recognition of "the remarkable journey" he had been on. The partnership government had "not only saved lives, but has made lives of countless people in Northern Ireland better", he said. 

 

Julia Rampen is the editor of The Staggers, The New Statesman's online rolling politics blog. She was previously deputy editor at Mirror Money Online and has worked as a financial journalist for several trade magazines.