An advertising campaign too far (like the beer, though)

Whenever there is a state holiday here in the Czech Republic, pairs of little Czech tricolour flags appear on the front of the country's trams. Given the fact such holidays are on the same date every year, when a holiday falls on a Saturday or Sunday (when you're off work anyway) the tiny red, white and blue flags can be a reminder that an important day in the history of the state is being marked.

An advertising campaign too far (like the beer, though)

A few weeks ago I was surprised to see an approaching tram bearing little flags which were not Czech tricolours, but advertisements for the country's most famous beer, the world renowned pivo from the west Bohemian town of Pilsen. I thought: how dare they?! Is nothing sacred?! Only Czech flags can be put on the front of trams! And only on state holidays!

As fond as I am of the brew in question, I thought: does advertising know no bounds? Who is responsible, and is every public space for sale? And what next? Advertising hoarding on Charles Bridge?

A friend suggested the little flags weren't so bad, because they were connected with the Olympics. The brewery in question was one of the Czech team's main sponsors, and the image on the flags was of five frothy pints in the shape of the Olympic symbol.

Now I understand the need for sponsorship in all sports, and many - most - Czech Olympic athletes will never make much money, but surely there's sponsorship and there's sponsorship. You have to draw the line somewhere, and I would suggest using a space reserved for national flags to advertise beer is going that little bit too far.

Of course, being a foreigner, an uninvited blow-in, I do feel I have less right to an opinion on such matters, but naturally you become attached to where you live. I was cheering for the Czechs as loudly as the next (Czech) man during the Olympics and the European Football Championships. I was jumping out of my seat and roaring with joy whenever the Czechs scored a goal, and cursing the Greeks to hell when they sent the Czech team home.

Also, after years of somehow failing to register it very much, I really began to take a liking to the Czech national anthem. I remember walking down Wenceslas Square before the semi-final of Euro 2004; there were a few Czech flags about and a real sense of anticipation in the air. And I thought to myself: you just have to admire a country whose anthem is Kde Domov Muj - Where is My Home? Nothing militaristic, monarchist or triumphalist but Where is My Home?