We thought blood and thunder were the adjectives usually associated with rugby players. But they do things differently in Wales. For Cardiff-based consultancy Escape to Design, it’s more like fire and brimstone. Director Pete Surma takes a fundamentalist line on the country’s national sporting fervour. ‘In Wales, rugby is like a religion and players are worshipped by fans,’ he says. Fair enough. But his poster promoting the consultancy’s services crucifies a hunky-looking player. ‘Much of our client base is here the disappointment of the nation is summed up well by this image,’ he says. In case Welsh humiliation in the Six Nations proves a less than persuasive basis for marketing a design business, Surma has created a website, www.freesexandchocolate.com. He expects eyebrows to be raised on both counts. If you’re going to make a tit of yourself, you might as well go the whole hog, eh?
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