It is a traditional Christmas shopping day in Ireland in December 2001, and you have just spent an afternoon shopping and you feel like a break.

So, laden with plastic shopping bags in hand, you make your way to O’Neills pub for a relieving pint of Guinness and a smoke. As you light up in the public bar, the Christmas advertising on TV catches your eye. The first is for those boy band-endorsed toys you were supposed to get but that are already sold out, then there is one for a happy meal at McDonald’s followed by the Milky Bar Kid.