Malala had prior commitments, so the brains behind the advert turned her into a cartoon. This was good because it meant that Malala would not need to be shot in the head a second time – although on this occasion she would land on a well-sprung mattress which bounced her back up to – well – get shot again and again and again and again and…

These “Bounce Back” were created by cretins at Ogilvy & Mather’s Asia Pacific office, and designed by Chile’s Lamano Estudio, where a Patricio Vergara Calderón holds sway.

He tells the Huffington Post:

“The scene portrays a real event, an example of heroism that is very powerful, especially in Eastern countries, which is what they told us they wanted when we started the graphic…. It’s about triumphing over violence.”

No. It’s about a bloody mattress – literally…