You can almost hear the inspiration hitting the assorted creatives at Island like a sledgehammer cracking an eggshell.
"We've got Mika, right. And he's got this song called 'Big Girls', right. So, genius idea, why don't we film him for the video singing the song while surrounded by a load of big girls?"
And there you have it. Live in Croydon this afternoon, here was the scene that greeted innocent shoppers; Mika warbling 'Big Girls (You Are Beautiful...)' and a horde of ten-ton-Tessies shaking their things.
That's Croydon, home of Kate Moss and one of the shittest of all London's ghastly satellite towns.
What a fucking master stroke.