The Swinging 60's are back

You be Deborah and I'll be Burt

I was in my jogging bottoms, Sunday paper opened and cup of tea on the go when I was suddenly forced to suck the tummy in and adjust. Apparently septegenarians aren't getting down and dirty in the garden anymore.

There were always rumours of one or two - the internet bears this out - but apparently now it's a movement. First we had the sexualisation of pre-teens with the Playboy logo on pencils and pencil cases - now it's the sexualisation of baby boomers.

The cream twinsets and pearls have been replaced by scaffolding bras and tickle-line stockings. But are they really into it or are the ad guys now trying to create insecurity in a previously secure target market?

You usedn't to be able to sell the 60+ bracket anything apart from life assurance and stair lifts.

'I've been drinking a pint of plain since I was a lad son - you can keep your foreign muck' and 'pay 150 quid to wear some bloke's logo on my chest- have you lost it dearie?' were familiar ripostes - now it seems they're advertising game.

As long as viagra sits alongside the statins and warfarin in the bathroom cabinet, advertisers will be sniffing around.

If you're getting it or want it, it stands to reason you got to look your best. You've also got to have the accessories. Well, Kitty from the golf club isn't going to want to get jiggy in the back of a Micra, she's going to want leather and lots of it.

And those Farrah slacks won't cut it with her either Tiger.