Just days after Janet Jackson's right breast made history - prompting several thousand US viewers to call in and register their disgust at her "wardrobe malfunction" - one of the most recognised names in the UK marketing industry has announced it is rebranding.
Cunning Stunts, a name seemingly devised by sixth-formers, is dropping the word "Stunts" just months after launching in the US. Apparently, the company that was responsible for projecting an image of a nude Gail Porter on to the House of Commons, doesn't want to be pigeonholed for performing one-off stunts.
Looks as though America's moral guardians can rest easy.
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