If you haven't seen them it's where you get clever boy or girl scenario ripping t-shirts, throwing up, smearing mascara over face, wiping chilli sauce down front etc, before leaving the house .. a clever twist on the returning lagered idea, with the strapline 'You wouldn't start a night like this, so why end it that way?' Nice. Very slick.

Of course, there are a hundred good reasons to end the night like that .. none of which Open Goal would encourage or condone, but in the general theme of 'living a little' and 'enjoying oneself', I don't think an ad campaign is really going to halt Britain's drinking culture.

Anyway, this ad has got me thinking. If the government are that concerned about welfare then I propose a blanket ban on the football season.

How many times have you got to the end of the season to find people in streams of tears, others beating seven shades out of each other, and some remaining soles looking as if they've had the very stuffing of psychological welfare ripped out of them. And they say drugs are dangerous - it's got nothing on this football lark.

Add to that the punishing financial penalties of following football, emotional trauma caused to loved ones and the lack of available Saturdays for time with the mother-in-law, and are we quite sure this football lark is all worth it?

If you don't want to end a season this way, don't start it in the first place. Choose life, choose the Olympics.