31 JANUARY 1964, Page 8

Up Brand X

With no reference to the last paragraph, I sometimes wonder what happens to the TV ad- vertisements rejects. After all, some conversations must have gone like this:

'Can I do your washing for the next three weeks?'

'No, you can't: and take your dirty shoes off my clean doorstep.' or 'Have a chocolate?'

'Thanks.'

'It's Cadville's.'

'Oh well, in that case I won't.'

And my thoughts turn idly to Brand X. Did no housewife really ever pick it? Why not market it? After all, if it doesn't pollute our rivers, and if it doesn't do all the disgusting things detergents do do, there might be a big sale for it.