DIARY: Brazen lives up to its name with 'Tool Idol' builder's bum PR campaign

Take the success of Pop Idol and just add powertools.

That is the admirably simple concept behind the latest campaign from PR agency Brazen, which is clearly under the impression that this is just what the world has been waiting for - Tool Idol.

Break this down to its constituent parts and you'll find an excuse to get attractive, scantily-clad females to pose with construction materials.

Brazen's pitch to client CK Tools went something like this: you've been in business 200 years and have a stuffy, dull image. You need Tool Idol!

Or, as the first line of the press release puts it: 'The search is on for the babe with the sexiest builder's bum!'

And lucky finalists may even find themselves on TV, because This Morning, the ITV1 daytime magazine show, apparently thinks it's a good idea.

Then again, This Morning also thought it would be a good idea to have Twiggy and one of the Nolan Sisters presenting the show not so long ago, so you can never tell.

Fans of Clintonesque self-justification will enjoy the female-owned and run agency's contention that, 'rather than sexist, the idea is postmodern'.

But the last word goes to CK Tools marketing director Tina Skinner.

She said: 'Women usually inspire wolf-whistles from the building site.

But we're looking for those gorgeous girls that inspire wolf whistles on the building site.'

It is as though Germaine Greer had never been in-vented.

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