Rat Rebranding On Course

They said it was a waste of money. They said the reputation had slipped too far down the slope of slime. It would never recover from the Black Death Thing and the living in the sewers thing and the eating anything and everything err..thing. But they were wrong and here's the proof. Cuddly or what. Personally I think this one is slightly fey but hey, it's a PR triumph and Raatchi & Raatchi have done a majestic re-branding job and worth every red cent. Two legged world rulers (current) seem to go all gooey over Pablo here who's had a few extensions, a fluff-up and blow dry, some orthodontics and little Prozac to prevent from biting the bejazus out of the moron who's holding his tail but, all-in-all it's a major coup for Rodentiae.

Look out world the rats are back on the front page. Next stop Vogue.

On the plus side I'm so glad to see that he still retains some of his gutter ways - eating your own dandruff is just so street, man. Way to go!