Some people are vain. That’s an undeniable fact. I present to the court exhibit A - Victoria Beckham.

But just how vain do Scholl think people are?

In their latest advert for cracked heel cream, there’s a women on an escalator who is embarrassed to be seen in public because she has cracked heels!

Jesus H Christ! What a crime against all things decent! Cracked heels you say? She should be publicly burned, the crack-heeled Witch!

Come on Scholl, give us a break. As if life isn’t hard enough without having to worry about whether the person behind me on the escalator is going to vomit down the back of my trousers because of a scabby bit of skin on my foot.

Whatever next? Public humiliation for having a bit of flaky skin on your scalp? Oh no, hang on, that is very humiliating. Well, whatever. My advice (obviously as a trained podiatrist) if it hurts, get some cream, if it doesn’t, forget about it.