Creative team Toby and Selena recently returned to these shores – originating from Melbourne, detouring via Amsterdam. Having frequented W+K London once before, they understand UK culture, our people, our tastes…

But when invited by Campaign to critique a series of recent radio spots, they sought some advice. From experts. Those who constantly listen to the wireless. Who have plenty to say on this (and for that matter, every) subject. Enter our Hackney Carriage licensed London black taxi drivers.

Armed with the six radio ads to review, Selena set off to Liverpool Street Station's taxi rank around midnight one Sunday and patiently waited in line. Explaining to the drivers how she would love to hear their thoughts, they each duly invited her to pop in the back and play the ads as they ranked up waiting for their next job.

Selena has worked with some mega global talent in her time but possibly none as passionate, opinionated or self-assured as these men on the midnight shift. With the radio constantly blaring out, they know their stuff. And they know what they think about it: good or bad, but rarely indifferent.

Below is the excerpt from the latest Campaign. A little doctored (references to prostitution edited out) but with the sentiments of our capital's cabbies in tact.

Usually when we can't find people in the agency, our reception puts out a 'bing bong' tannoy. Going forward with Toby and Selena, we'll just head to the Liverpool Street taxi rank where we expect to find them conducting some more 'focus group qual'.

Last week, The Sunday Times Style magazine asked us to contribute to an article. The subject matter? Britain's modern man.

A topic close to many of our hearts so, with a second thought, we jumped into action.

The article had been sparked by Diane Abbott's comments late last month about the crisis men face in today's society.

Here on Hanbury Street, we wanted to defend masculinity 2.0. To flag some of the pressures on today's male. To highlight the expectations on his shoulders.

Our Wieden's words of wisdom ran in today's edition so, for those of you who who didn't pick up a copy or who don't subscribe online, here's our little snippet.

And for those of you, man or woman, without sensational eyesight, here are our words in regular-sized type:

"Grit and wit. Fit. Good with I.T."

Today's men wobble the same exhilarating, exhausting cultural tightrope trod by their mothers, the plate-spinning 1990s superwomen who had it all. Modern masculinity seems to mean being damn brilliant at everything. All the time. Serenely. The pressure to earn a crust may well be shared, but ditto housework and childcare. He must also ooze style, run ultramarathons, text back promptly, marinate, marvel at Strictly, open jars, crack funnies, know cool music, smell good, work tech devices, pick up his socks and, if necessary, chop wood. Let's hear it for modern man. Never has more been expected.

Calling all modern men: if after reading this piece, which was effortlessly penned by Beth Bentley, you identify with our thoughts, then we salute you.

And, if you're wondering who personifies this modern man for all seasons, well isn't it obvious?