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Mark Fiddes: Why UK drink advertisers need the Lionel Richie approach

Published:  06 August, 2013

I've always found Lionel Ritchie hard to like. First he turned The Commodores from the hard funk of 'Brick House' to the ultimate soppiness of 'Three Times a Lady'. Then came 'Easy like Sunday Morning', a ballad so middle of the road, it was dead hedgehog.

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