Imagine a country in which state-subsidised television networks wheel out popular celebrities to scare the masses into supporting more taxes. Imagine no longer. This is not a dystopian future, this is Jamie’s Sugar Rush.
According to a Guardian journalist, Mr Oliver is ‘extremely well liked’. If so, I have drifted further from mainstream public opinion than I realised. In his guise as a TV evangelist on Channel 4 last night, he increasingly resembled a cadaver being zapped with electricity, all blank eyes and random facial expressions. ‘I’ve come here to get my head around it,’ he said with faux-naivety as he prepared to fire loaded questions at another sympathetic interviewee. In an hour of staged encounters and predictable factoids, it was the voyage-of-discovery charade that grated more than anything. It was always going to end with advertising bans, higher taxes and a new crusade for a celebrity chef. Channel 4 knew it, we knew it and Jamie knew it.
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