Whilst there is a large dollop of April Fools at play here, we're also shining a light on the frankly absurd rules around advertising through the TFL network. 

Last year, our ads were banned because they featured epic, artisan cheese. Unhealthy was the feedback. Even with Tim Spector and Zoe now changing perceptions around the health benefits of cheese, TFL haven't caught up and are still running the somewhat random rule across different placements:

- Alcohol? Fill your boots.

- Ed Gamble comedy show that featured a hot dog being eaten? Absolutely no way.

So thank you to Ed for the idea and whilst we would be able to advertise on the tube if cucumbers were our bag, I think we would all agree that life would be far less tasty.

Long live cheese.