Probably as good a definition of the word ‘bathos’ as I’ve ever come across.
Opening up my Guardian on Saturday and what should drop out but one of those lifestyle ad-mags – all high-quality stock, bright colours and clean, plenty-of-white-space design. Positively reeked Waitrose. But no. Lidl. One of our brace of German stack it high sell it cheap retailers moving confidently out from the beachhead of decent quality at low prices, looking to establish a presence in the hearts of the nation. Or at least, the pockets of Guardian readers.
Done a good job too. The only slightly jarring note being the garish cheap ‘n cheerful logo, whose days must surely now be numbered.