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Adland’s influence on Extinction Rebellion can be seen in the group’s logo, which has all the hallmarks of an agency-led branding.

The same is true in adland, says Golding.

Nevertheless, it has become visual shorthand for the late 60s and early 70s because it was in that era that it was brought out of adland and into the popular culture mainstream on a wave of west coast harmonies, appearing on the cover of the Beach Boys’ Pet Sounds in 1966 before going on to be the typeface of choice on the Doors’ LA Woman in 1971 and David Bowie’s Ziggy Stardust in 1972.

That is high praise indeed from one of adland’s most powerful figures, but many investors and analysts remain wary of Snapchat’s future.

For decades, adland has been a proud proponent of sex; it may be morally dubious but goddamit it flogs things.