Advertising: Dani Behr lectures on textual studies

Miserable? Getting nowhere? Lost the plot?

The answer could be two days on Bond Street with a stolen credit card. Or the Samaritans. Or aromatherapy. (How exactly do they do aromatherapy?) But there's more to the world than distraction and denial. Why don't you get your life on course with a course? Media studies? An MBA? Or something more vocational like catering or retail logistics, as offered in the new Middlesex University commercial?

Now, Middlesex University sounds like it was invented by Malcolm Bradbury, but it's absolutely real, very big and one of the heavyweights among the elevated polys.

There hasn't been much above-the-line advertising for universities, still less on TV (though I shan't forget the De Montfort beached rubber whale in a hurry), but I'd have expected something brand-building from Middlesex. It isn't like that at all, however; it's really rather hard sell and just a bit self-consciously street.

A mobile rings on a table. It looks a rather modest table, with a coffee mug with that 1970s public sector look (they haven't gone to town on the production values). Then we're straight in on the mobile's display panel. The little envelope opens, the little misery face composes itself – two dots and a downturned crescent. Don't be sad, be happy (upturned smiley mouth). Middlesex Uni' ("uni" scrapes a bit for me, but let it pass) has degree courses for almost everyone. You mean midwives, group captains, loss adjusters, crack dealers, grocery distribution planners, anyone? I hadn't quite seen it like that. "Wan 2 hear more?" Well, I sort of do. Show me the menu, anyway, so I can see what I'm missing.

"Get your life on course," says the very eager voice-over, who has what I'd call a Dani Behr quality. At this point, the Middlesex Uni' logo lurches into view with a sort of end-over-end swing effect. Even I know that's not the last word in graphic software tricks. It's a big M with two black arrowheads converging from the left.

Should universities be spending public money on this sort of thing? I'm not sure but it certainly ticks the box for inclusiveness.

Peter@sru.co.uk