What's the best thing since sliced bread?
The mobile phone; the internet, the kindle maybe?
Well it would have to be pretty good to be better than sliced bread! You would think there might be something more exciting than sliced bread but no - that's the benchmark against which all new ideas are judged.
When I think of bread I think of the warm, comforting Hovis advert - voted best ad ever. It's a real village and it's tough work for the local bread delivery boy.