The ADgenda: Levi's jeans

This week's most offensive advert.

It's often exhausting watching adverts. The constant focus on self-improvement wears you down swiftly until you're left contemplating the futility of making that cup of tea because how will that make you sexier/funnier/skinnier/smarter? It's an age old method and we all know it only too well - make the consumer feel inadequate and they will latch onto any quick-fix solution, no matter how silly.

A new way of life is offered by everything from your hifi to your toilet roll. But with all these new ways of living on offer surely the outcome is a society of severely confused individuals with a bad case of identity crisis? Levi's are here though to force their idea of success upon our tiny minds. By buying a pair of their jeans you're not just presenting your bum in its best light - oh no no - you're buying into a whole way of life. Your world view will change for the better - you'll become more spontaneous, more enigmatic, more self-assured, and far better-looking. You'll freefall off tall buildings just for the hell of it, before prancing in the rain all the while maintaining your dead-eye pout. Because you're wearing a pair of Levi's.

Just like the Beat poets of yesteryear a side-effect from this new way of life may well be a touch of mental instability - you'll say. every. word. very. loudly. and. jerkily. because. you. are. edgy. but. also. starting. to. feel. a. bit. paranoid. and. you. are. wearing. Levi's. So as you prowl the streets muttering a string of words that sound clever but are actually utter gibberish while hastily doing up your shirt because, oops, you're so busy embracing your new outlook that you forgot to dress yourself in a decent manner this morning - congratulations, you've turned into that person. The one who passers-by cross the street to avoid.

Levi's advert. Photograph: Getty Images
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Labour to strip "abusive" registered supporters of their vote in the leadership contest

The party is asking members to report intimidating behaviour - but is vague about what this entails. 

Labour already considered blocking social media users who describe others as "scab" and "scum" from applying to vote. Now it is asking members to report abuse directly - and the punishment is equally harsh. 

Registered and affiliated supporters will lose their vote if found to be engaging in abusive behaviour, while full members could be suspended. 

Labour general secretary Iain McNicol said: “The Labour Party should be the home of lively debate, of new ideas and of campaigns to change society.

“However, for a fair debate to take place, people must be able to air their views in an atmosphere of respect. They shouldn’t be shouted down, they shouldn’t be intimidated and they shouldn’t be abused, either in meetings or online.

“Put plainly, there is simply too much of it taking place and it needs to stop."

Anyone who comes across abusive behaviour is being encouraged to email validation@labour.org.uk.

Since the bulk of Labour MPs decided to oppose Labour leader Jeremy Corbyn, supporters of both camps have traded insults on social media and at constituency Labour party gatherings, leading the party to suspend most meetings until after the election. 

In a more ominous sign of intimidation, a brick was thrown through the window of Corbyn challenger Angela Eagle's constituency office. 

McNicol said condemning such "appalling" behaviour was meaningless unless backed up by action: “I want to be clear, if you are a member and you engage in abusive behaviour towards other members it will be investigated and you could be suspended while that investigation is carried out. 

“If you are a registered supporter or affiliated supporter and you engage in abusive behaviour you will not get a vote in this leadership election."

What does abusive behaviour actually mean?

The question many irate social media users will be asking is, what do you mean by abusive? 

A leaked report from Labour's National Executive Committee condemned the word "traitor" as well as "scum" and "scab". A Labour spokeswoman directed The Staggers to the Labour website's leadership election page, but this merely stated that "any racist, abusive or foul language or behaviour at meetings, on social media or in any other context" will be dealt with. 

But with emotions running high, and trust already so low between rival supporters, such vague language is going to provide little confidence in the election process.