RBK Reebok: I am what I am… just a little bit gay?

US researchers have taken the worst of British music – like Black Lace’s Agadoo – and some of the best – like the Rolling Stones’ Satisfaction – to help discover what it is that makes a tune catchy. Brain activity was much the same when volunteers heard a full tune as when they heard it with bits blanked out and, moreover, volunteers often heard the full tune even when bits were being blanked out as they mentally – and involuntarily – filled those blanks.

Which brings me on to Reebok and their major poster campaign featuring the likes of 50 cent (in his case against a background of police style fingerprints) and the tagline, ‘I am what I am’. I can’t read that without thinking of Gloria Gaynor (even though Greyhound had a UK hit with it first).

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