On a flying visit back to South African last month, onse biggest supermodel Candice Swanepoel managed to squeeze in a charity spot for Operation Smile, and a campaign for the summer for Woolworths RE: Jeans.

Now this summer Woolies wants to sell a truck load of denim short shorts to every teenager in the country. And a few others who are a long way from being teenagers. Sigh. That we are really a few years behind on this particular trend is no matter. Because in this quest they will most certainly succeed.

I mean, shipping in the 9th top earning supermodel on the planet may go some way to doing it, of course. The fact that she is effortlessly sexy in the jeans is probably another.

And that the whole thing was pitched against the backdrop of the music festival also contextualises it perfectly. The fact that 90% of the young women who buy these shorts will never have gone to a music festival, is another unnecessary point to raise. It is how they want to see themselves.

I mean, this is such an effective combination of factors that I even want to go and buy a pair of denim things from Woolies. And you know I can't possibly wear short shorts. Like ever. *shudder*

Well done to the WW team, this was excellent work.