So we go from elephants balancing on a monkey to Coronation Street's Adam Rickett to a musical about rickets, accompanied by full bad-taste limp. A chatty PR man in the front row inspires a gallon of good ideas that culminate in a breathtaking flight of fancy when Noble pulls together his motifs - rickets, trap doors, elephants on monkeys, Bacardi, Afghan news donkeys (you had to be there) - to describe an imagined launch party to end all launch parties. PR culture nailed in one glorious, thoroughly unmalicious moment.