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There’s a scene in Goodfellas that relates to copywriting, for me. Henry’s in prison. He was caught dangling a debtor over the lion’s den at a Florida zoo and he’s been sent down for 10 years. We expect to see him languishing in a dingy cell, scowling through the bars.

But prison life isn’t like that for Henry and his fellow wiseguys. They have a cosy set up, four of them living together in one large room, with beds on one side and an improvised kitchen on the other. They get regular deliveries of lobster, steak, salami, wine and whisky. They’ve pretty much set up an Italian restaurant in there.

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