The smug complacency of technology adverts disguises a pretty mixed picture, with too many people not connected, too many passive users of technologies designed for interactive, and far too much talk about empowerment but far too little action to make it happen.

I don't want to do panel games or adverts. I really like challenges. I always get roles as an art teacher or a photographer. In the future I want to play something like a mugger/assassin/pastry chef.

The solution as consumers is - perhaps surprisingly - to take adverts very, very seriously. We should ask ourselves what it is that we find lovely in them - the visions of friendship, togetherness, repose, or whatever. And then consider what would actually help us find these qualities in our lives.

I was rejected for couple of adverts for sounding too sad. One was for Diet Coke, but it's a good thing it didn't happen because it probably would have been a big blight on my soul. It also happened with a fabric softener called Downy, and I guess the way I sang 'Only Downy' made people weep.