Ask any teenager and they'll tell you straight - more important than health, wealth or academic success is one elusive quality: Cool - it means everything, it is your passport to social success, acceptance and the opposite sex.
Advertising man Martin Cole travels across Britain in search of the meaning of 'cool'. He wants to find out what is cool, and why so many of us care so much about being cool. On his journey he meets surfers, skaters and grime kids. He hangs out with indie band Larakin Love, examines how retail phenomenon Top Shop stays eternally cool and talks to the marketing men who make lots of money understanding and bottling cool.
Ask any teenager and they'll tell you straight - more important than health, wealth or academic success is one elusive…
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The Search For Cool is an irreverent and exhaustive journey to get behind the extraordinary science of cool - and what it is, what it means and how to find it, bottle it and even sell it