La Difference is not such a bad way to go

Ramsey Naja is chief creative officer at JWT MEA

“There is no doubt in my mind that the French are mad. Yes, mad. Every single escargot-eating, wine-swilling, baguette-waving, Citroen-driving last one of them, mad. For one thing, the French are rubbish at nearly everything that doesn’t involve cuisine, fashion and suicidal philosophy. Their politics are a comedy series, their cars existentialist questions, and they are the global Olympic champions at every discipline that involves being pissed off – and that’s when they are not on strike. Worse still, for years, the French have tried to convince anyone who cared to listen that ‘La Difference’ was something to celebrate and that the Fre