The Search For Cool

It's something people strive to be and if you could bottle it, you would. But what really is 'cool'? In The Search For Cool, advertising man Martin Cole is on a mission – he's going on a journey across Britain in search of the meaning of 'cool'.

In his line of work, Martin travels the world observing and predicting trends. And more and more, the companies he's working for are all after the same thing. They want to know what's cool and they want to use that knowledge to make their products cool.

On his quest in search of 'cool', Martin visits skateboarders in Edinburgh, 'grime kids' in London and a man who is about to burn every single branded item he owns. He meets up-and-coming indie band Larakin Love, who have just signed to a major record label, and Leeds band The Ivories, who have decided to stay independent and underground.

Martin looks at the role fashion plays in dictating 'cool'. He visits a group of sneaker obsessives on the hunt for ever more exclusive trainers and explores the enduring coolness of the retail phenomenon, Top Shop. Martin also examines the financial gains to be made from understanding what's cool. He meets the advertising men who spend their lives trying to make brands appear cool and looks at the re-invention of Honda as a 'cool' brand.

But is this obsession with consumerism all it takes to be cool? Or is it something more simplistic like being a surfer who lives his life simply in search of the perfect wave?

Produced for Channel 4 by Raw TV.