I saw a TV ad tonight for Président Emmental cheese, where a young girl looks inside the fridge and sees the cheese-maker in his cellar, choosing only the most select pieces for sale. She looks again, and sees a normal wedge of cheese in its wrapping on the shelf.

Fantastic, I thought. It’s like the magical world of Narnia that we all hope is really beyond the back of the wardrobe. Or the everlasting question of whether the light stays on when the fridge door is closed. Or the idea that there are real little people inside our television sets and radios…

Hardly cheesy at all.

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