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Iain Duncan Smith is facing renewed problems, with senior Tories challenging the leadership this week. His choice of branding himself as The Quiet Man seems to have backfired and is being exploited by opponents. What film theme would you recommend he choose as a brand to help silence the doubters and why?

‘Forrest Gump – because life is like a box of chocolates. Gump triumphs against the odds and his simple philosophy, helped him to succeed. Of course, there’s always the alternative option: Mission Impossible.’

Dave Simpson, Creative director, Love Creative

‘Forrest Gump was a man of few words who rewrote the history books of human achievement. If Iain Duncan Smith could rewrite the history books of politics in the style of Gump we would all be amazed. “I ran for three years, five months and two days. When I was hungry, I ate. When I was tired, I slept. When I had to go, you know, I went”.’

Laurence Lassalle, Creative director, Springpoint

‘Mama Said Knock You Out by LL Cool J, as used in Rusty Cundieff Fear of a Black Hat (1993). “Don’t call it a comeback/ I been here for years/ Rockin’ my peers and puttin’ suckas in fear/ Makin’ the tears rain down like a monsoon/ Listen to the bass go boom/ Explosion, overpowerin’/ Over the competition I’m towerin’/ Wreckin’ shop when I drop these lyrics that’ll make you call the cops/ Don’t you dare stare, you betta move/ Don’t ever compare/ Me to the rest that’ll all get sliced and diced/ Competition’s payin’ the price/ I’m gonna knock you out [Huh]/ Mama said knock you out [Huh].” Then repeat four times.’

Simon Manchipp, Design director, No One

‘Several of my colleagues’ favourites have been bandied about, but I believe these responses have less to do with politics and more to do with the colour normally associated with Iain Duncan Smith’s political persuasion. However, if the Tories are the ‘not so nasty’ party now and right will prevail over wrong, then perhaps Star Wars should be the film of choice.’

Peter Melling, Managing director, The Core

‘I suggest Jaws. This anti-hero swims along quietly, but is very capable of taking very big bites out of people.’

Rodney Fitch, Chairman, Rodney Fitch & Co

‘The Unforgiven. Enough said…’

David Chaloner, Managing director, Conran Design

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